Since 1997, the Alterna brand has been a pioneer in luxury hair care. We firmly believe that clinically and salon-proven results can go hand in hand with natural ingredients. Inspired by scientific findings in skincare, we put purity and innovation first as pioneers of luxury hair care and styling products.
Every Alterna innovation goes through an extensive development process, from selecting sustainably sourced, highly effective raw materials, carefully matching them to create the perfect formula, and testing the technology with hairdressers and consumers, to customising formulas with exquisite fragrance. Enriched with botanical active ingredients, our formulas are free from added parabens, SLS/SLES* and synthetic colour. Thanks to our high-quality formulations, hair looks visibly healthier and younger after just one application.