Alterna

Alterna was founded in 1997 in sunny Los Angeles, California, by a group of beauty industry pros who wanted to shake things up. Their goal? To create high-end hair care that actually works, using clean, eco-friendly ingredients. One of the original leaders was Andrew Dale, a stylist with a passion for healthy hair and a knack for innovation. Together, the team set out to ditch harsh chemicals and fill bottles with the kind of stuff you actually want on your head—think caviar, bamboo, and sea silk!

What really sets Alterna apart is their focus on luxury and wellness. Their famous Caviar Anti-Aging line uses real caviar extract, packed with omega-3s, to help restore your hair’s strength and shine. It’s not just a pretty bottle; these products work wonders, making hair soft, glossy, and full of bounce. And if you love a good scent, you’re in luck—Alterna’s formulas smell fresh, clean, and just a little bit fancy, making every wash feel special.

Alterna isn’t just for adults looking for sleek, salon-worthy hair. Teens and young trendsetters love it, too! The brand’s playful, modern vibe makes it easy to find your own style, whether you want beachy waves, mega volume, or silky straight locks. Plus, their formulas are free from sulfates, parabens, and other nasties, so you can feel good about what you’re using. They also score big points for caring about the planet, with lots of eco-friendly packaging and cruelty-free formulas.

In short, Alterna is the go-to for anyone who wants hair that looks and feels amazing, all while staying kind to themselves and the planet. Whether you’re a beauty newbie or a total hair care nerd, Alterna has something special to make every day a good hair day. Isn’t it time to treat your hair to a little luxury?