alterna

Founded in Beverly Hills in 1997, Alterna Haircare carved out the luxury haircare category by applying the science of skincare to hair. The brand was established with a vision for high-performance formulas free from harsh chemicals like parabens and SLS/SLES sulfates, a "clean" philosophy it has maintained since its debut. Its reputation is built on pioneering unique, luxurious ingredients, most notably launching its signature Caviar Anti-Aging collection in 1999. This line uses sustainably farmed caviar extract, a rich source of omega-3 fatty acids, to restore moisture, elasticity, and shine. Alterna's core collections address concerns like aging, moisture loss, volume, and color preservation, with the Caviar line remaining its most recognized franchise. The brand also offers the 100% vegan "My Hair. My Canvas." collection, which emphasizes environmental mindfulness with packaging made from 50% post-consumer recycled plastics. Positioned as a blend of sensorial ritual and proven results, Alterna products are developed in laboratories and tested by salon professionals. Now part of the Henkel portfolio since its acquisition in 2014, the brand continues to merge luxury experience with uncompromising performance for stylists and consumers.