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.
Joana is a highly respected stylist, currently based in London and with roots in Portugal. She is renowned for her skilful and glamorous work, regularly flying around the world to provide her expert touch at High Fashion and Couture shows. As an influential trendsetter in her home country, she also frequently appears on television to share her valuable expertise in hair and fashion. Her passion for exquisite hair aligns perfectly with our own philosophy of bringing luxury to hair, and we can’t wait to see what Joana’s signature touch of elegance brings to the Alterna vision!
Joana, your work is stunning and your love for the craft is evident. Where does your passion for hair come from?
My passion for hairdressing was inherited from my mother, who has been a hairdresser for more than forty years and owns a well-known salon in Portugal. She inspired my love of hairdressing, but I found that I wasn’t content with being just another hairdresser – that’s why I decided to perfect my craft and aim for the global stage!
As a leader in your field, you’ve had the pleasure of working with countless esteemed global brands, such as Dior, Chanel and Givenchy. How did you come to be where you are now?
When I was a teenager, I decided to move to the city of Murcia in Spain to study cutting and coloring. While studying, I worked at Juanfran Peluqueros, learning more about the profession I was entering and picking up Spanish as I went. After three years, I returned to Portugal and began working with Carlos Gago, a skilled hairdresser and ambassador for L’Oreal at Ilído Design Cabeleireiros. In 2011, I made a name for myself by winning two gold medals at the Portugal Skills Competition and another at the Full Fashion Look Competition. Soon after, I decided to leave Portugal and I haven’t looked back since! In addition to working as a Stylist and Colorist, I have played an active role working backstage at the bi-annual international Fashion Week shows in New York, London, Milan, Paris and Berlin. Throughout this journey, I have worked with some of the biggest names in the hairdressing world, such as Guido Palau, Chi Wong, Rudi Lewis and James Rowe. I have also spent time with Vidal Sassoon and Georgiy Kot, both of which were defining experiences of my education. Thanks to their guidance, I was able to grow into an award-winning color and hair stylist, capable of delivering fantastic results for any challenge that comes my way.
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
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