It has been Alterna's commitment to alternative beauty that has been at the heart of their story since arriving in 1997. The journey began by creating innovative, luxurious haircare and styling products inspired by skincare science and formulated with pure and effective ingredients. All Alterna products are formulated without parabens, SLS/SLES* sulfates and other harsh chemicals and deliver performance without compromise—clean beauty that provides an exceptionally luxurious experience at home and proven results in the salon.

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