WHAT are you anti?
At ANTI we don’t believe one should be defined by gender or cultural stereotypes. Together we unite in collective consciousness to breakdown the stigma towards gender, age, nationality or sexual orientation.
Through a collective conscience, ANTI encourages individuals to voice their identity without judgement. We are ANTI shame, ANTI fear and ANTI judgement – key brand values that speak strongly to the mental health of all individuals.
ANTI stands for individuality and empowerment and aims to speak for all of society to eliminate toxic behaviour in the community - to stand for what no longer serves us in beauty and in the world. We encourage a safe space for all genders to voice their passions.
We very much support the disruption of stereotypes. All Stereotypes
the everything story
ANTI is everything for everyone. We are a brand that has simplified hair products to avoid the need for multiple products and double ups. The ANTI Everything category has been designed to provide a solution to all hair types. Everything is about empowering confidence through a simplified aesthetic, an easily-maintained at home haircare system and the ultimate finish for styling and hair health.
A Shampoo and conditioner for 85% of people and all hair types. Choose from a full regime with leave in conditioner and a refresher spray for all day use. Each product is designed to mix and match to provide the perfect combination for everyone.Individually you - Everything you want but only what YOU need.
Our ANTI Product Developer, Mercedes Explains;
"As a product developer, I never understood why hair care companies categorised into separate benefits like hydrating, softening, reparative, strengthening and restorative. Why were you forced to pick one benefit when almost all of the ingredients used to create these benefits were multifunctional? As a woman, I felt like I was being conned and pushed to purchase more unnecessary products at the benefit of the product company, not me.
At ANTI, I wanted to simplify hair care for consumers. You don’t need a separate shampoo, conditioner or styling products to soften, condition and strengthen your hair - our Everything range offers you all these benefits in one line."