Alterna has been a pioneer in the luxury haircare category, offering state-of-the-art formulas that set industry standards since 1997. With a reputation built on expertise, innovative ingredients and results-driven formulas, Alterna defines luxury haircare and continues to be sought after by salon stylists and beauty artisans worldwide.

Caviar, Seasilk, hemp, Bamboo and Kendi Oil are just a few of the innovative ingredients that Alterna puts into its formulas coupled with advanced, proprietary technologies, such as Enzymetherapy®, an enzyme delivery system enabling the absorption of essential ingredients for superior keratin production, and Color Hold®, a patented technology protecting hair from color fade & wash out, Alterna products deliver superior results, guaranteed.