Alterna has been a pioneer in luxury haircare with state-of-the-art technology and key natural ingredients since 1997. With a commitment to quality, innovation and excellence, we set the industry standard by offering high-performance, eco-friendly formulas that not only set us apart but are the products of choice among salon stylists and beauty industry artisans worldwide.

Formulated with proprietary technology -- including Enzymetherapy™, an enzyme delivery system enabling the absorption of essential ingredients for superior keratin production, and Color Hold™, protecting hair from color fade & wash out - the Alterna collection is based on the philosophy that what we put in our products is just as important as what we leave out. The result: every Alterna product is conscious of the environment and your health, with the majority being FREE OF: Sulfates, Parabens, Gluten, DEA, TEA, Phthalates, Paraffin, Mineral Oil, Petrolatum & PABA.