“I started ANTI because as a salon owner I was disillusioned. The haircare world creates products that mislead us and someone needs to do something about it. Poor ingredients that seem to make hair feel good by coating it with synthetics but then not actually performing and doing what they promise. ANTI makes a statement in our stand for honesty and quality not just in beauty but in the world. ANTI products will make your hair feel like hair again and be shinier and healthier than ever before. Your hair will thank you for them!”
Francesco Ruggeriono - Founder & CEO
We are ANTI the way traditional hair products make your hair feel. ANTI farewells overdone hair and welcomes concentrated formulas for superior performance with a natural finish. Feeling like they’re barely there, ANTI avoids the ever so common product build-up, with a portfolio that is lightweight, simplified and addictive.
ANTI empowers beauty in a world driven by social conscience, product performance and individuality.
We are the vision of the hairdressing industry’s leading creatives with a combined experience in the professional hairdressing industry of more than 100 years. ANTI promises the ultimate professional quality brand that takes pride in transparency by understanding the needs of both the professional stylist and the human race as a collective.
ANTI is a progressive professional and consumer haircare brand.
ANTI seeks truth in the illusion. The beauty industry is plagued with false realities and expectations. There’s no denying it’s time to empower consumers and hairstylists who have been misled, minimised and oppressed. Lack of authenticity and transparency via the corporatisation of beauty has now created a time to cultivate a new realm of creativity and consciousness.
ANTI challenges the status quo in beauty. We empower confidence and take pride in transparency. We fight against what no longer serves us in beauty and in the world. Here we come together instigating change and asking you…"What are you ANTI?
The ANTI logo represents people coming together in awareness and consciousness. Here we also self-reflect and ask ourselves what is it that we each stand for and what will we not tolerate in beauty and in the world.
We believe it’s time for us all to come together in creating positivity and celebrating what we stand for.
ANTI is a brand that is as aesthetically unique as you are. Our products focus on hair health, texture and performance. Here we believe hair products shouldn't be gendered. Hair is hair. Conglomerate marketing has misled us into believing men and women’s beauty should be categorized and divided, we are ANTI this.
ANTI packaging – An aesthetic designed for those who lead
Sometimes misconstrued as tough or masculine, our black packaging encourages seduction, strength and self-expression. We challenge traditional gender misconceptions and celebrate the strength, fortitude and self-expression of both the feminine and the masculine, regardless of color or gender.
ANTI haircare formulas are ANTI gluten, sulfates, parabens, petroleum and phthalates. We believe in providing quality ingredients. Many other haircare brands offer products filled with silicones that work in such a way as to coat the hair, giving a feeling of hair health that is misleading. Not ANTI.
As part of our promise, a completely ethical brand that is vegan & proudly cruelty free.
All of our products are proudly certified by ‘Leaping Bunny’, working towards ending animal testing and animal cruelty once and for all.