The Alterna Transformation


An alternative vision born in salons: premium hair products free of additives or harsh ingredients. And a revolution in haircare was born...Alterna. A trailblazer in the world of luxury haircare and styling, Alterna has always been about purity and innovation inspired by skincare science.


Since inception, Alterna has provided high performance products inspired by the science of skincare. With proprietary technology such as Age Control Complex and Plumping Marine Complex, we are dedicated to bring our discerning stylists and consumers the best technology in haircare.


No more choosing between natural ingredients and high performance results. Exquisite formulas with clinically proven results made with pure, sustainable ingredients like caviar, sea silk, bamboo, and kendi oil.


At Alterna, what we leave out of our products is just as important as what we put in. We choose eco-certified ingredients that are sustainably harvested to maintain our precious environment. Our products are free of sulfates, parabens and synthetic color. We never test on animals and do not formulate with gluten.

High performance haircare and styling, by the brand embraced by uncompromising consumers and professionals around the world.