Alterna

Alterna goes beyond simple hair care – with healthy, sensory rituals and pure skincare-inspired formulas – elevating everyday moments into experiences. Alterna is an important ritual for people who value self-care and the freedom to express themselves.

Alterna debuted in 1997 creating innovative, luxury hair care and styling products inspired by the science of skin care with pure and effective ingredients. Alterna develops products that are free of parabens, sulfates and other harsh chemicals. Alterna’s formulas contain powerful botanicals blended with high-quality essential ingredients needed for superior results—a truly transformative experience without unnecessary additives and synthetic colors. Alterna is proud to renew and advance its commitment to clean beauty as it launches a new generation of transformative hair care with My Hair. This exciting new line redefines the creative possibilities of hair care and is designed to maximize impact on hair while minimizing our impact on the environment. From new 100% vegan formulas to innovative packaging with 50% post-consumer recycled plastic. Each of Alterna’s luxury products reflects the pure philosophy – your guarantee of true alternative beauty formulas that do not contain harsh ingredients.