The History of Alterna - Luxury without Compromise

Alterna launched in 1997 with a mission to reset the standard in luxury haircare. At the time, there was a noticeable gap between luxury and performance on the market. We wanted to push the envelope – to go beyond the standard shampoo and condition and turn it into an experience where you can feel the difference instantly. We set out to create premium products, free of additives and harsh chemicals with results you can see after the very first use. Using proprietary blends such as our Enzymetherapy and Age-Control Complex, we developed a new, high-performance standard in haircare. Armed with the science of skincare and our “free of” formulas, stylists and consumers around the world have found an effective solution in our line that continues to stay true to our ethos.

Since inception, Alterna continues to be among the first brands to provide formulas enriched with active botanicals that are free of added sulfates, parabens, and synthetic colors. With blends that aim to restore the look and feel of healthy, shiny hair, we pride ourselves on using sustainably and ethically sourced ingredients that optimizes the strength of each strand.

The heart of our journey begins at salons, where professionals brought the concept and quality of Alterna to life right in their chairs. Clients began to experience our products firsthand, and they noticed the difference. We grew and expanded our lines to be available directly to consumers on a global scale, while still maintaining the stamp of approval of expert stylists. We are committed to using powerful, natural ingredients and the latest advances in technology to develop all of our formulas. Our line of high-performance products speak for themselves with a growing, loyal following of people looking for luxury haircare that really works.  We’re taking the guesswork out of the search of premium products without compromise.

With the power of ingredients that we source from all over the world, including Omega-3-enriched caviar and moisturizing sea silk, we continue to choose only eco-certified ingredients that are never tested on animals or formulated with irritants. Our harmonious blends are clinically proven to bring back youth and vitality to your hair that you can feel from the very first wash.

Discover our groundbreaking, celebrity stylist-approved formulas that gives new life to dry, brittle hair with unrivaled elegance. By answering the everyday concerns of breakage from factors such as coloring, free radicals, and heat styling, Alterna continues to set the gold standard in haircare with advanced breakthroughs in all of our styling products.

We invite you to experience the Alterna promise: transformation after just one use. 

Keep in touch

We look forward to staying in touch and sharing our brand journey with you.