WHAT IS ANTI?
ANTI is a high-performance no-nonsense haircare brand that meets the needs of any hair type. We offer a streamlined collection of concentrated hair products for the ultimate professional finish.
Made with a carefully curated arsenal of quality ingredients that maintain optimal hair condition to ensure longer-lasting color, heat protection and style. ANTI’s power packed array of active ingredients means the need for silicones is minimal and replaced with natural nourishing oils of avocado, argan and coconut.
We are ANTI gluten, sulphates, parabens, petroleum, phthalates and we are vegan. We are proudly certified by the ‘Leaping Bunny’- working towards ending animal testing and animal cruelty.
ANTI empowers beauty in a world driven by social conscience, product performance and individuality.
Anti was born from the need for change, from the unshakable belief that we succeed only when surrounded and supported by a collective conscience. Built on three core values of creativity, individuality and empowerment, we believe beauty isn't about far-fetched ideals and over-retouched imagery that dictates how people should look and behave.
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?"
WHO IS ANTI?
For more than a decade, ANTI Founder and industry entrepreneur Francesco Ruggerino cultivated conversations questioning beauty and the beauty industry. Conversations that while building creative spaces in Sydney, London and New York uncovered the universal belief that change is needed.
There’s no denying it’s time to empower consumers and hairstylists who have been misled, minimized and oppressed. Lack of authenticity and transparency via the corporatization of beauty has now created a time to cultivate a new realm of creativity and consciousness.
ANTI Brings together Glenn Ruddle with a history in the Australian and New Zealand haircare market for over 30 years as Chief Operations Officer, Mercedes Orpin-Steinfield – a long time New Yorker with a significant background in product development creating the ultimate quality product formulations and from London, Nick Irwin as our Creative Director. Irwin’s aesthetic of cult cool meets disruptive punk has allowed him to work with highly successful photographers including Rankin, whilst inspiring hairstylists across the world.
Together we are ANTI Collective