The Accidental Entrepreneur

Natalie Palomino - North Authentic

October 29, 2021

Natalie Palomino is a Master Stylist, Clean Hair Care Expert and Founder of North Authentic, a conscious hair care company.  We thank North Authentic & Natalie for being an affiliate sponsor of the podcast!  Be sure to use our affiliate link when ordering any of their products.


With a B.S. in Finance, JD/MA, and 12 years behind the chair as a hairstylist, hair salon owner and educator focused on clean products, she is the expert on everything hair care and chemical free. In 2018, Natalie was diagnosed with Hashimotos and an autoimmune disorder. Witnessing numerous clients and friends diagnoses with similar thyroid/endocrine issues, she set out on an investigation to find out why so many women were experiencing this pandemic. Her investigation pointed her to the thousands of toxic chemicals in household and beauty products.

Being an expert in hair and noticing the lack of attention on chemicals in hair care products, she founded North Authentic, a conscious hair care-focused retailer that not only vets every product against their Barred Ingredient list, but also tests them for performance. Natalie’s belief is that “just because it’s clean, doesn’t mean it works.”

As over 92% of people have 9+ products under their sink that they purchased but don’t use, North Authentic also provides an unrivaled hair quiz which matches clients with a personalized expert-prescribed hair care regimen. Natalie and North Authentic are not committed to any one brand, but is committed to their clients, so the North Authentic Hair Quiz recommends a hair care regimen made up of products spanning across its 14+ hair care brands based on what each client needs.  Ensuring every man, woman and child uses safe products and finds the right products for them avoiding any further wasted investments on the wrong hair care products is North Authentic’s primary goal.

In addition to listening to the episode, you can watch a video of their discussion on our YouTube Channel.  And be sure to subscribe to support the podcast!


Prior to founding North Authentic, Natalie owned North Salon from 2017 to 2020 (closed in 2020 due to discovery of black toxic mold in the commercial building). She is still actively working as a hair stylist/expert while running North Authentic.

Natalie began her hair career in 2008 after discovering that it was where her passion and creativity lied. Natalie’s first career was as an International Crime Policy attorney for the United States Treasury Department and the United Nations. She has lived in Cairo, Vienna, Sydney and London and traveled to over 35 countries.

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