History

Launched in 1997 as a Los Angeles-based professional hair care brand, Alterna® is a leader in hunting down ingredients from nature and incorporating them into high-tech hair care. In 2010, the brand launched a line of certified organic bamboo-based products—designed to strengthen over-styled hair—and immediately gained a following of celebs and stylists.

Philosophy

Naturally luxurious haircare. Alterna® combines from-the-earth ingredients like seasilk, caviar, hemp, bamboo, and kendi oil with advanced technology for genius products that get the job done. Pro stylists in every state stock their shelves with the brand’s hair savers.

Birchbox Extra

Alterna® was one of the first brands to ditch the questionable chemicals: its products have been paraben-, sulfate-, and phthalate-free ever since the brand launched.