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.
Free-from harmful additives.
Precisely developed & proven to perform.
Inspired by anti-aging skincare science, our Age Control Complex® technology contains Caviar Extract and powerful antioxidants to deeply nourish and protect the hair. Undo the effects of chemical, environmental and natural aging and experience transformation after just one use.Explore
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
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
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
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
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
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