This is Beyond True Beauty.

A collection, show format and education program dedicated to the extreme, the avant-garde and the artistic. It’s a world where boundaries don’t exist when it comes to hair inspiration.

Lost In Perfection.

Don’t be fooled by the title—this theme isn’t about being perfect people. It’s about a journey where you’re constantly trying to move towards perfection, even though we’re living in an imperfect world. You know you can never really get there, but isn’t it just so exciting to try? If you’ve got the guts to challenge yourself to be more than what you were, you lose yourself in the art. And when that happens, you’re as close to perfection as you’ll ever get.

The Beyond True Beauty Dream Team.

In Amsterdam, a creative dream team assembled, joining forces for the love of hair and art: George Alderete (Creative Ambassador, Keune Haircosmetics North America), Marriët Gakes (Global Master Color Innovation, Keune Haircosmetics), Ilham Mestour (Global Creative Artistic Director, Keune Haircosmetics), and Roberto Tarla (Creative Director, Keune Haircosmetics Australia and New Zealand).  Together, they created Beyond True Beauty’s first collection: Lost in Perfection.

The looks.