Created, trialled and developed by ANTI Founder, Francesco Ruggerino and Global Creative Director, Nick Irwin, the brand doesn’t dictate, but rather revels in empowering the individual. ANTI’s down-to-earth products are all about simplicity: straightforward ingredients, neutral packaging and fragrance, and high-performance formulas for results as personal as each head of hair. The no-fuss range of styling and care products allows your work to take centre stage, celebrating the art and craft of the stylist and empowering professionals to create diverse, individualistic, styles for their clients – no retouching or filters required. Built around the philosophy of, “your style, our culture”, the range consists of an everyday shampoo and conditioner, and a range of styling products designed to enhance the hair without overpowering.
ANTI is a brand that challenges the status quo in beauty. We empower confidence and creativity and take pride in transparency. We look at what no longer serves us as hairstylists and salon owners and from here, we come together to create change. - Francesco Ruggerino
ANTI formulations are stripped-back, honest, concentrated and performance-driven. They merge proven plant-based botanicals with modern, functional ingredients for the results you expect, and nothing you don’t. And because ANTI knows that what you leave out is often as important as what you put in, the products are free from animal-derived ingredients, gluten, SLS/SLES, parabens, phthalates, petrolatum and mineral oil. ANTI is vegan and is also committed to supporting the end of animal testing. The range is proud to hold the Leaping Bunny stamp of approval; the gold-standard in cruelty-free certification.
ANTI’s power-packed array of ingredients negates the need for silicones and replaces them with highly-concentrated formulas including nourishing oils of Avocado, Coconut and Macadamia and the super ingredient, Moringa Leaf Extract. ANTI's treatment properties are led by a protein cocktail of Almond, Baobab and Quinoa, while the texture products utilise modern polymers and Pink Himalayan Salt to create workable grit and volume. Antioxidants, Moringa Leaf and Sunflower Seed protect against damage from environmental aggressors and provide the ultimate protection for all-day styling. Because ANTI is for everyone, the minimalist packaging and neutral fragrance – with notes of citrus, exotic greens and dry, spicy woods – are created to work with any space, any salon and any stylist. It’s about products that work – no fuss; just great hair.
I’ve been waiting my whole career for a brand like this. Every element comes from my aesthetic as a hairstylist, and on a personal level. It’s time for change in the industry and in the world – ANTI is at the heart of that. - Nick Irwin
In a world of ordinary it’s time to be ANTI ordinary. What are you ANTI?