Authentic Beauty Concept crafting hair narratives for Roksanda, Erdem and Susan Fang at London Fashion Week.
Authentic Beauty Concept once again took centre stage at London Fashion Week SS26, partnering with leading designers Roksanda, Erdem and Susan Fang to craft hair looks that elevated runway narratives into complete works of art.
Under the direction of hair lead Anna Cofone, Global Creative Advocate for Authentic Beauty Concept, the shows celebrated three distinct hair visions: sculptural gloss inspired by modernist art for Roksanda, distorted waves reflecting dreamlike imperfection for Erdem and symbiotic textures that fused nature with futuristic innovation for Susan Fang. Across all three shows, Authentic Beauty Concept’s premium vegan haircare products were used to complement the collections and deliver mindful beauty that embraced authenticity, artistry and modernity.
ROKSANDA
High Gloss Hair Looks Inspired by Sculpture and Form
At the Roksanda SS26 show, where the brand celebrated its 20th anniversary year, hair was elevated into an art form, a gleaming liquid frame for the designer’s bold, sculptural clothes.
Drawing inspiration from modernist sculptor Barbara Hepworth, Roksanda’s collection celebrated curves, abstract shapes and dynamic lines – mirrored perfectly in the sculptural hair crafted backstage. Cue slicked back-buns, glossy lengths and sculpted pixie partings that shined under the lights.
Anna Cofone, Global Creative Advocate for Authentic Beauty Concept explains the hair inspiration for the show: “We wanted the hair to reflect Roksanda’s exploration of form – high gloss shapes with curves and graphic lines that felt both modern and timeless. Using Authentic Beauty Concept’s Cosmic Blow-Dry Jelly we created looks that were fluid yet structured, enhancing the strength of the collection while staying true to Authentic Beauty Concept’s ethos of mindful beauty.”
Get The Look
Look 1: Short Hair
- Prep with a light mist of Hydrate Spray Conditioner to prep and add moisture.
- Saturate the hair with Cosmic Blow-Dry Jelly, painting it through for full coverage.
- With a wide-tooth comb, carve sculptural lines and curves while keeping the sides sleek to maintain a square shape.
- Diffuse dry to set.
Look 2: Long Hair
- Straighten the hair using Glow Spray Serum as your prep product, drying into the hair for smoothness.
- Apply Cosmic Blow-Dry Jelly in sections from the hairline to crown and above the ear – making sure the mid-lengths and ends stay free of the product.
- Use a wide tooth comb to push the hair back into place whilst maintaining the graphic comb lines within the hair.
- Finish with Working Hairspray for hold and diffuse dry to set into place.
Hero Products
- Prep: Authentic Beauty Concept Hydrate Spray Conditioner (£37.00) and Authentic Beauty Concept Glow Spray Serum (£44.00)
- Styling: Authentic Beauty Concept Cosmic Blow-Dry Jelly (£32.00)
- Finish: Authentic Beauty Concept Working Hairspray (£32.00)
Photography: Thomas Morgan for Authentic Beauty Concept
ERDEM
Distorted Waves and Cool, Lived-In Texture for a Dreamlike Mood
For the Erdem SS26 show, hair echoed the collection’s dreamlike world with the support of premium vegan haircare brand, Authentic Beauty Concept.
Inspired by the artist Helena Smith and with references to the film Picnic at Hanging Rock, the hair looks embodied girls caught in fleeting moments – hair tousled and lived-in, with abstract waves and kinks as if she had picnicked and partied for days on end. The result was undone elegance: textured, live-in waves with surreal distortions – a perfect echo of Erdem’s romantic yet otherworldly SS26 narrative.
Anna Cofone, Global Creative Advocate for Authentic Beauty Concept explains the hair inspiration for the show: “The hair for Erdem was about capturing imperfection in the most beautiful way – irregular textures, soft distortions and undone details that feel authentic, lived-in, and effortlessly chic. It’s the poetry of real life woven into high fashion. For each model we elevated their textures and pushed movement into the hair using Nymph Salt Spray through the roots, Flawless Primer through mid-lengths and ends and enhanced the texture with Pliable Paste.”
Get The Look
- Prep by applying Nymph Salt Spray to the roots and Flawless Primer through mid-lengths and ends.
- For longer hair, twist into a low bun and diffuse dry on low heat and speed.
- Add irregular movement with a small tong, varying section thickness and direction to create distortion.
- Finish with Airy Texture Spray for light hold and body, and a touch of Pliable Paste to tame flyaways.
Hero Products
- Prep: Authentic Beauty Concept Nymph Salt Spray (£32.00) and Authentic Beauty Concept Flawless Primer (£32.00)
- Styling: Authentic Beauty Concept Airy Texture Spray (£32.00)
- Finish: Authentic Beauty Concept Pliable Paste (£32.00)
Photography: Thomas Morgan for Authentic Beauty Concept
SUSAN FANG
Symbiotic Textures and Directional Shapes Inspired by Nature
For the Susan Fang SS26 show, hair looks were inspired by the designer’s exploration of the symbiotic relationship between nature and human innovation and crafted using premium vegan haircare brand, Authentic Beauty Concept.
Hair was designed with a duality of organic and sculptural elements: real textures layered with directional forms, deep side partings sweeping across the face, and floating loops adding lightness and dimension. Set in the year 5202, the show imagined a world carried forward thousands of years into the future – the models’ hair intentionally messy and textured, as if altered by the distortions of time travel.
Anna Cofone, Global Creative Advocate for Authentic Beauty Concept explains the hair inspiration for the show: “The inspiration came from the idea of harmony – the natural world meeting human design. We wanted to keep the textures authentic while shaping the hair into directional, almost sculptural forms that felt weightless, as if they were suspended in air. The result was hair that celebrated Susan Fang’s vision: a poetic balance of nature and innovation, with textures that felt real and lived-in, contrasted by sculptural shapes that floated with lightness and modernity.”
Get The Look
Look 1: Long Hair Down
- Prep with Hydrate Spray Conditioner to add moisture, then apply Nymph Salt Spray at the roots around the hairline and Flawless Primer through mid-lengths and ends.
- Rough dry the front section forward across the forehead, wrap the rest of the hair into a loose bun, and diffuse dry to create soft movement.
- Mist the front with Airy Texture Spray and create a rough deep side part.
- Release the bun, spray lightly with Glow Spray Serum, and tong random sections in varying directions for irregular movement.
- Finish with Airy Texture Spray, then blend Hand & Hair Light Cream with Pliable Paste to add separation and subtle shine through the mid-lengths and ends.
Look 2: Hair Up
- Like Look 1, prep with Hydrate Spray Conditioner to add moisture, then apply Nymph Salt Spray at the roots around the hairline and Flawless Primer through mid-lengths and ends.
- Take a rectangular section at the back of the head (leaving out hairline, sides and crown) and apply Nude Powder Spray.
- Crimp this section vertically for texture.
- Brush hair towards an off-centre point on the right side.
- Secure with a small elastic threaded through a one-inch section of hair.
- Gather remaining hair up to that point, tying to form soft, floating loops.
- Personalise by loosening section or tucking hair behind the ear for an effortless, natural feel.
Hero Products
- Prep: Authentic Beauty Concept Hydrate Spray Conditioner (£37.00), Authentic Beauty Concept Nymph Salt Spray (£32.00) and Authentic Beauty Concept Flawless Primer (£32.00)
- Styling: Authentic Beauty Concept Glow Spray Serum (£44.00)
- Finish: Authentic Beauty Concept Airy Texture Spray (£32.00), Authentic Beauty Concept Nude Powder Spray (£32.00), Authentic Beauty Concept Hand & Hair Light Cream (£21.55) and Authentic Beauty Concept Pliable Paste (£32.00)
Photography: Joss Wild for Authentic Beauty Concept
Authentic Beauty Concept
Authentic Beauty Concept is a holistic premium brand co-created with a unique hairdresser collective to start a new path to authentic beauty – the #authenticbeautymovement is a community that believes in the same shared values.
Discover more at www.authenticbeautyconcept.co.uk and follow on Instagram. All products can be purchased at niche-beauty.com.