North Authentic is a conscious hair care online retailer, boutique and salon headquartered in Corona Del Mar, California. Our curated collection is composed of conscious hair care products from around the globe that only use non-toxic, cruelty-free ingredients and are committed to fair trade, sustainable business practices. Not only do we take the guess-work out of your hair care routine, but we put every product through a rigorous vetting program that ensures you receive the cleanest products for you and our planet.