SalonEVO Magazine

Your home of hair, beauty, nails and more!

Meet the Authentic Beauty Concept UK & Ireland Education Team

Authentic Beauty Concept is passionate about its community, and those that make up the #AuthenticBeautyMovement are integral to the brand: from product development and new salon services to events and activations – everything is built around adding value and purpose to the people and teams that live and breathe Authentic Beauty Concept daily. 

As the brand continues to grow and develop in the UK and Ireland, the team is expanding with three new education roles to help support the salon community with product knowledge, technique know-how and awareness of the values and beliefs that are so important to Authentic Beauty Concept. 

Jody Brooks – Education, Sustainability and Business Consultant

With a passion for education and sustainability, Jody brings a wealth of relevant experience and knowledge to Authentic Beauty Concept. 

Starting out in an independent boutique salon before going on to work for a global brand, Jody then developed his own award-winning salon and academy.  

Education has remained a focus ever since, with more than half of Jody’s 27-year career rooted in helping others develop their skills and mindset. He is driven by a desire to inspire change for the better and believes that creating a love of the craft is fundamental to great education.

Jody is motivated by the magic that happens in salons every day and is inspired the positive impact that hairdressers have on their guests.  

Dan Mewies – Education Consultant

With more than 15 years’ experience in the industry, Dan is a confident and diverse hairstylist, with expertise in cutting and styling curly and textured hair, as well as colouring and styling. 

In 2019, after having owned a successful salon business for six years, Dan and his wife Jemma made the decision to relocate to Leicestershire and rebrand their business, renovating a local village pub into a destination salon. Mewies & Co soon became a flagship Authentic Beauty Concept salon and embodies the brand’s values of sustainability, community, and mindfulness.

Since then, Dan has not only curated a successful salon brand, but he has also developed a warm and accessible approach to education for both his own team and the wider Authentic Beauty Concept community. He is a go-to voice for product know-how, business expertise and making sustainable business choices. 

Anthony McMeiken – Education Consultant

As co-founder and creative director of an independent salon brand, Anthony is a successful and well-established stylist and educator.

His love for education began in 2014, when he joined the Shaping Futures scheme to provide basic hairdressing training to disadvantaged young adults in India. From there, he continued his overseas journey to the Middle East, where he joined the international education team for a world-renowned salon group.

Back home in the UK, Anthony has since launched his own business and further developed his skillset backstage at London Fashion Week, styling celebrities for red carpet events, and building his profile through industry awards.  

Anthony has worked alongside Authentic Beauty Concept since its launch and is passionate not just about the brand’s values but the opportunity it provides to create an exceptional and holistic guest experience, from the spa-style backwash treatments to its complementary retail portfolio.


Took find out more about education from Authentic Beauty Concept, please contact the team on


Join and connect with the AUTHENTIC BEAUTY CONCEPT community online via @AuthenticBeautyConceptUK on Instagram, Facebook and YouTube and the #authenticbeautymovement hashtag. 

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