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Alterna transcends ordinary haircare – with healthy, sensorial rituals and clean, skincare-inspired formulas – elevating ordinary moments into self-care experiences that instantly transform hair and senses. Alterna products will always be formulated without parabens, sls/sles* sulfates, and synthetic color—we have always believed these chemicals don’t belong in your hair.
Whether at the salon where Alterna empowers stylists to create experiential, transformational moments or while treating at home, Alterna is an essential ritual for people who value self-care and the freedom to express themselves.
A commitment to alternative beauty has been at the heart of the Alterna story since we debuted in 1997. That commitment continues to inform and inspire every product we make. We began our journey by creating innovative, luxurious haircare and styling products inspired by skincare science and formulated with pure and effective ingredients. From the beginning, we developed products that were formulated without parabens, SLS/SLES* sulfates and other harsh chemicals. Our family of mindfully formulated products is designed to deliver performance without compromise—clean beauty that delivers an exceptionally luxurious experience at home and proven results in the salon.