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About the Brand

About the Brand

Since 1997, Alterna has pioneered “alterna-tive” luxury haircare. We believe that you shouldn’t have to choose between clinically proven, salon-tested results and pure ingredients. A trailblazer in the world of luxury haircare and styling, we have always been about purity and innovation inspired by skincare science. Every Alterna innovation goes through an extensive formulation process, from curating a selection of sustainably sourced, potent raw ingredients, carefully calibrating them into the perfect blend, testing the technology with hairdressers and consumers, to customizing the formulas with an exquisite fragrance signature. Our formulas are enriched with active botanical ingredients and free of added parabens, SLS/SLES* and synthetic color. Proven to visibly transform strands after just one use, our potent blends restore the fiber for healthier, more youthful-looking hair.