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.

Alterna at RU&CO

Smoothing

Anti-frizz

Best for medium to thick hair

Alterna Bond Repair at RU&CO

Restructuring

Bond Repair

Best for weak or damaged hair

Alterna Replenishing Moisture at RU&CO

Replenishing

Moisture

Best for dry hair

Alterna Multiplying Volume at RU&CO

Multiplying

Volume

Best for fine, thin hair

Alterna Infinite Color Hold at RU&CO

Infinite

Color Hold

Best for color-treated hair

Alterna Caviar Anti-Aging Clinical Densifying at RU&CO

Clinical

Densifying

Best for thinning hair

Alterna Caviar Anti-Aging Stylers at RU&CO

Caviar Professional

Styling

For all hair types