About Alterna

Since 1997, Alterna has pioneered "alternative! luxury haircare. Whatever your haircare need, we believe that you shouldn't have to choose between clinically-proven, salon-tested results & natural, good-for-you ingredients. That's why our products are:

Pure. Proven. Professional. 


Caviar, Seasilk, Bamboo, Kendi Oil & many more - these precious, sustainable ingredients deliver pure, powerful benefits. And what we leave put of our products is just as important as what we put in. We believe beauty products should be FREE OF parabens, sulfates, phthatlates & other harsh or unnecessary additives.


We believe that consumers deserve highperformance products that deliver on their promises. That's why we have spent over 15 years developing proprietary technologies subjected to intensive clinical, consumer, safety and in-salon testing.


Our respected credibility, the promise of transformation without trade-offs, has been the source of Alterna's luxury haircare authority, pioneering industry standards since 1997. We tapped the expertise and insights of professional stylists to create luxurious, high-performance products that meet the exacting standards of professional salons and their clients. 


Alterna Haircare products are powered by pure, potent natural ingredients & proven in labs and professional salons. Designed to protect, correct & perfect hair for a transformation... after just one use. 


A cutting-edge enzyme delivery system that improves the absorption of essential ingredients for superior keratin production.

Color Hold®

A powerful proprietary technology that protects hair from color fade & wash out.