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.

CAVIAR ANTI-AGING

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.

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.

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.