A commitment to alternative beauty has been at the heart of the Alterna story since 1997.

That commitment continues to inform and inspire every product they make. Alterna products are formulated without parabens, sulfates, and synthetic colour, they have always believed these chemicals don’t belong in your hair.

Alterna are committed to making their products better with each new generation and to empowering both stylists and consumers to elevate ordinary moments into self-care experiences that instantly transform hair and senses.