Alterna luxury haircare is a brand, owned by the global consumer products company Henkel since 2014, that provides high-performance, salon-tested hair products using clean, skincare-inspired formulas. The brand emphasizes a “pure, proven, professional” ethos, focusing on transformative results without using harsh additives.

Brand Philosophy and Products

Pioneers in Clean Beauty:
Founded in 1997, Alterna was among the first brands to offer premium hair products formulated without sulfates, parabens, synthetic color, mineral oil, or PABA. Their philosophy is centered on using ethically and sustainably sourced ingredients.

Skincare Science for Hair:
Alterna formulates its products based on the science of skincare, using proprietary technologies and potent ingredients like caviar extract (rich in Omega-3 fatty acids, vitamins, and minerals) and Seasilk (marine botanicals) to address various hair concerns, including aging, frizz, and damage.

Key Collections:

Caviar Anti-Aging:
The brand’s flagship line, designed to fight the signs of aging hair using an “Age-Control Complex” and “Enzymetherapy” to restore moisture, elasticity, and shine.

My Hair. My Canvas.:
A newer, 100% vegan product range focused on self-expression, incorporating botanical caviar and white charcoal. The packaging is made from 50% post-consumer recycled plastic, highlighting its commitment to sustainability.

Availability:
Alterna products are sold through high-end salons and major retailers like Sephora and Ulta.