Alterna

Alterna is a brand recognized for its formulations and innovations, considered a leader in the most luxurious professional haircare. Its proven results have amazed countless celebrities who proudly attribute their beautiful hair to Alterna – including Katie Holmes, Jennifer Aniston, and Reese Witherspoon.

Founded in 1997 in Beverly Hills, California, Alterna set out to create truly luxurious haircare. From the very beginning, it has been committed to using cutting-edge technology and meeting the highest quality standards. Alterna was also the first to incorporate dermatological science into professional haircare. The brand was created for women who know that hair is the crown of beauty and are willing to invest in quality products – an investment that pays off with visible, real results.

Luxurious natural ingredients of the highest quality

Alterna refuses to compromise between natural ingredients and high performance. Its formulas feature some of the most precious actives such as caviar extract, marine silk, bamboo, kendi oil, truffle oil, and other certified organic botanical extracts. Thanks to their highly concentrated formulas, only a small amount is needed, making each product last longer. All Alterna products are free from sulfates, parabens, gluten, and synthetic colorants. They are gentle on the hair, biodegradable, and never tested on animals.

With Alterna, all women have one thing in common: beautiful hair.