Alterna is a premium brand of luxury haircare products

A commitment to alternative beauty has been at the heart of the Alterna story since they debuted in 1997. That commitment continues to inform and inspire every product they make. They began their journey by creating innovative, luxurious haircare and styling products inspired by skincare science and formulated with pure and effective ingredients.

Alterna Caviar Shampoos - Luxury Haircare

Alterna is committed to making their premium products better with each new generation and to empower stylists and consumers to elevate ordinary moments into luxurious, self-care experiences that instantly transform hair and senses.

Alterna Luxury Haircare My Hair My Canvas product range

No Harsh Chemicals

Alterna continues to define the cutting edge of clean beauty with its minimalist development philosophy. Their high-performance formulas feature potent botanicals blended with the high-quality essential ingredients needed for superior results, a genuinely transformative experience without unnecessary additives. From the beginning, Alterna has developed products formulated without parabens, SLS/SLES* sulfates, synthetic colour and other harsh chemicals. They have always believed that these chemicals don’t belong in your hair.

“We set out to create premium products, free of additives and harsh chemicals with results you can see after the very first use.”

Environmentally clean products with a eco-friendly ethos

Environmentally Clean

With the power of ingredients that we source from all over the world. Alterna choose only eco-certified ingredients that are never tested on animals or formulated with irritants. They eliminate the guesswork by getting rid of anything that is not needed in their products.

Alterna Luxury Haircare - Caviar shampoo and conditioner

Alterna Caviar

Caviar is an expression of a simple truth: luxury isn’t a matter of what something costs– true luxury is the exceptional experience that something delivers. Alterna have crafted every aspect of the Caviar experience to create sensorial rituals that indulge your senses while deeply rejuvenating your hair to reflect your timeless essence. With a wide range of products to address all hair concerns, Caviar offers sophisticated indulgent rituals for hair that is a beautiful expression of you.

When you choose Caviar, you choose the luxury of premium formulas enhanced by the best that nature has to offer and the luxury of freedom from harsh chemicals commonly found in other produ

My Hair. My Canvas

Alterna is proud to renew and refine its commitment to clean beauty as they bring a new generation of transformative haircare to market with My Hair. My Canvas. This exciting new line reimagines the creative possibilities of haircare, and it has been designed to deliver maximum impact on hair to minimize our environmental impact.


From new 100% vegan formulas to innovative packaging with 50% post-consumer recycled plastics**, My Hair. My Canvas embodies our passion for continuing to explore new avenues that take our clean beauty philosophy


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