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ABC Name First Consumer Stylist Advocate


Authentic Beauty Concept Announce Samantha Cusick as their first UK Consumer Stylist Advocate.

Samantha Cusick, a renowned hairstylist and colour expert and entrepreneur behind the Samantha Cusick London hair salons and Stã Studios, will work with Authentic Beauty Concept to promote the brand’s core values and innovative product launches, and in turn foster a deeper connection between the brand and its consumer audience. Entrusted with the task of colouring and styling some of the UK's most influential women in the realm of social media, Samantha was among the first of her generation to harness the power of social media, building and establishing her brand identity within the industry.

Sam Cusick sitting on a stool

Samantha, who has built a reputation for her creative and beautiful approach to hair; famous for her trademark balayage techniques and specialist colour knowledge, is the perfect fit for this newly created role. Emily Ross, Senior Trade Marketing Manager for Authentic Beauty Concept said: “Samantha was the natural choice for the brand’s first UK Consumer Stylist Advocate. Her unwavering vision to create incredible colours and styles that the customer can wear and maintain everyday align perfectly with Authentic Beauty Concept’s vision. Samantha is going to be a great asset to the ABC family.” 

Samantha says, “I am beyond excited to be the new UK Consumer Stylist Advocate for Authentic Beauty Concept. Since the brand launched in 2019, I have always admired their dedication to creating high quality ethical formulas and sustainable products that resonate with the values of modern consumers. I look forward to working with the team to amplify these values and engage with the consumer audience in meaningful ways.”

With the aim of curating a like-minded community as well as a mindful range of professional products, Authentic Beauty Concept have positively impacted the hairdressing industry since their launch in 2019. With a no filter attitude, pure formulas, sustainable practices and mindful approach, Authentic Beauty Concept live and breathe their core values. Their dedicated group of ambassadors, educators and advocates, including Anna Cofone, Adam Garland, Joseph Ferraro, Melissa Timperley and now Samantha Cusick help bring to life the brand’s ethos and innovative product launches, provide insightful and relevant education, and showcase expert insight into trends and sustainable practices.

For more information about #AUTHENTICBEAUTYMOVEMENT go to and @authenticbeautyconceptuk on Instagram, Facebook and YouTube.