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AUTHENTIC BEAUTY CONCEPT Announces a NEW Collab with Fashion Brand, EDITED

AUTHENTIC BEAUTY CONCEPT is the holistic premium brand, co-created with a unique hairdresser collective. Continuing to grow a movement based on craftsmanship, with integrity and purpose, that’s driven by authentic beauty the brand is excited to launch a new summer promotion in collaboration with fashion brand, EDITED. 


AUTHENTIC BEAUTY CONCEPT believes in creating hair with purpose, so when it came to finding the perfect fashion partner for a collaboration it made sense to choose a brand with a similar outlook.  

The Berlin-based fashion label EDITED, founded in 2014, uses carefully selected materials to create modern styles with a sustainable approach, designed by an international creative team. EDITED is loved for collections which fuse trend-led elements with classic cuts, for timeless pieces that become wardrobe staples. The brand is also increasingly using certified sustainable fabrics and has established safe and equitable working conditions during manufacture. 

A conscious approach to manufacturing, paired with the versatility of their designs resonates strongly with the core values AUTHENTIC BEAUTY CONCEPT is founded upon; as well as the mindful approach the #authenticbeautymovement takes towards hair. 


As part of an exclusive summer promotion, AUTHENTIC BEAUTY CONCEPT is delighted to present their limited-edition scrunchie in collaboration with EDITED – it’s available in a range of three beautiful designs matching EDITED’s summer collection, ‘OffShore’. 

EDITED’s ‘OffShore’ Collection brings a summery look and feel, where attention to detail plays an important role in the new designs. Perfectly co-ordinated with the fashion collection, the new scrunchies feature bold stripes, an abstract swirl print or all-over colour, where each individual scrunchie is a highlight – this really is a hair affair! 

This fashionable summer it-piece is made from 100% recycled polyester, making it a cool and comfortable choice with zero snagging or tight pulling – whether worn in a chignon, braid or half bun, the scrunchies give every hairstyle the most beautiful finishing touch – plus they also look great on your wrist too! 

So, are you ready to style it the scrunchie-way?

Where Can I Get My Hands on the AUTHENTIC BEAUTY CONCEPT x EDITED Scrunchie? 

The limited-edition scrunchie is available in selected AUTHENTIC BEAUTY CONCEPT salons, find your nearest salon via the link below:


From half-up looks to tousled ponytails, AUTHENTIC BEAUTY CONCEPT can’t wait to see how you incorporate this scrunchie into your holiday wardrobe – join and connect with the AUTHENTIC BEAUTY CONCEPT community online via @authenticbeautyconceptuk on Instagram, Facebook and YouTube and the #authenticbeautymovement hashtag. You’ll discover a wealth of inspiration and up-to-the-minute ways to wear your new favourite accessory.  

To explore the full product range and learn more about the brand visit

The limited-edition scrunchie will be available in selected AUTHENTIC BEAUTY CONCEPT salons from May 2022*.  

*While stocks last. 

RRP £15