Pure. Proven. Professional. transformation... after just one use. Since 1997, Alterna has pioneered luxury haircare. Whatever your haircare need, we believe that you shouldn't have to choose between clinically-proven, salon-tested results & natural, good-for-you ingredients. That's why our products are: Pure. Proven. Professional. PURE Caviar, Seasilk, Bamboo, Kendi Oil & more„these precious, sustainable ingredients deliver pure, powerful benefits. And what we leave out of our products is just as important as what we put in. We believe beauty products should be FREE OF Parabens, Sulfates, Phthalates & other harsh or unnecessary additives. So important to us, this FREE OF claim appears on the front of every Alterna bottle, along with our commitment to eco-friendly packaging & fair-trade practices. PROVEN We believe that consumers deserve high-performance products that deliver on theirpromises. ThatÍs why we have spent over 15 years developing proprietary technologies subjected to intensive clinical, consumer, safety and in-salon testing. The result is state-of-the-art haircare collections that are a remarkable synthesis of nature & exclusive proprietary technologies such as Enzymetherapy¬. This enzyme delivery system improves the absorption of essential ingredients for superior keratin production. PROFESSIONAL Our respected credibility; the promise of transformations without trade-offs, has been the source of AlternaÍs luxury haircare authority, pioneering industry standards since 1997. We tapped the expertise and insights of professional stylists to create luxurious, high-performance products that meet the exacting standards of professional salons and their clients. Salon stylists & beauty artisans worldwide can always turn to us for innovation, expertise, choiceƒfor uncompromising care to transform hair.