LUXURY HAIRCARE
LUXURY HAIRCARE

LUXURY HAIRCARE

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 natural, good for you ingredients. A trailblazer in the world of luxury haircare and styling, we have always been about purity and innovation inspired by skincare science. We are committed to pure, proven and professional formulas, free from additives and harsh chemicals. With our haircare delivering transformation after just one use, once experienced, neither you or your clients will settle for anything less.

PURE
Free-from harmful additives.

PROVEN
Precisely developed & proven to perform.

PROFESSIONAL
Salon-tested reliability.

The making of our first European trend collection

The making of our first European trend collection

Inspired by the luxury and opulence of the pearl, an exquisite natural jewel, the Caviar Pearl collection exudes pure sophistication and class — an ambience that was reflected on-set at the collection photoshoot thanks to the amount of world-class expertise that came together in one room for the occasion.

As Alterna's first European trend collection, this was a pivotal moment in our history, and an opportunity to really put the hairdressing finesse and creativity of the Alterna brand on show. This excitement fuelled the room on shoot-day, with the team of creative experts working together to represent the true essence of the Alterna brand through the elegance, versatility and modernity of the styles that were created.

With a team gathering from six cities across Europe and the US, experience was brought from around the world in order to deliver incredible results. Videographer, Fumi Eguchi, acknowledged this when asked what his favorite element of the shoot was.

"For me, it was the richness and diversity of the team. It was a fantastic opportunity to cooperate with very artistic and talented people from all over."

"These images could happily be on the walls of the best galleries in the world."

This sentiment was echoed throughout the team, with Fashion Stylist, Mira Uszkureit, having similar feelings. "The flow and energy was really special. It felt like creativity found its place without trying."

"...after the shoot, when I looked through the pictures for the first time. This is when I realised how special it was, and that everybody did such a great job."

This energy certainly led to results to be proud of as London-based photographer, Jack Eames, highlighted when reflecting on the final results.

Our hair artists on the day were Editorial Director, Joana Neves, who styled the looks of the collection, joined by Creative Brand Ambassador, Sabrina Dijkman, expert Hair Colorist, Viola Landsky and Lead Technical Educator, Monica Dorati.

MY HAIR. MY CANVAS.

Transformative, playful and still distinctly indulgent, My Hair. My Canvas. blends Vegan Botanical Caviar with carefully selected natural extracts to create a flexible care and styling range that can keep up with the conscious lifestyle choices of today's salon clients, whilst catering for all hair types.

Explore
SCENES FROM THE EVENT

THE REFLECTIONS COLLECTION 2020

For our first collection of the new decade, we've been inspired by the rich diversity of our many identities and the beauty that exists in our differences. The Reflections Collection contains a variety of looks that use hair as an expressive canvas upon which to reflect personality, combining innovative styling techniques to give classic looks a modern twist. Adaptable to suit any woman, find out more about the looks and how to recreate this diverse range of reflections in the salon.

Explore

INSPIRATION GALLERY

EVENTS

Alterna Trainers from all over Europe traveled to Amsterdam this February to attend the Winter 2020 Train-The-Trainer event. An unmissable opportunity to gain hands-on experience with the latest Alterna products and techniques, the event was also an insight into upcoming launches and collections.

Explore

FLAGSHIP SALONS

Unique salon environments ensure extraordinary products can work to their full potential. Our flagship salons are amongst the finest in the world, and are a pillar of excellence when it comes to creating indulgent experiences and outstanding results for their clients.

Explore

EDUCATORS & AMBASSADORS

With supreme talent and passion for their craft, our team of highly-regarded Alterna Educators and Ambassadors are experts in their field. Find out more about their wealth of experience and knowledge, whilst being inspired by their exquisite work.

Explore

CAVIAR PEARL COLLECTION 2019

Our first European trend collection, Caviar Pearl offers a luxurious suite of looks for any occasion, influenced by the unique beauty of nature's jewel, the pearl. Discover how to recreate these catwalk-inspired looks that exude elegance and sophistication - truly confidence wielding for the modern woman.

Explore