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Alterna is an American luxury professional haircare brand that revolutionized hair care in the mid-1990s, transforming it from a simple routine into a sensory wellness experience. Founded with the mission to create innovative products that combine advanced science and precious natural ingredients, Alterna stands out for its sulfate-free formulations that respect the hair structure, ensuring visible and lasting results.

The Alterna philosophy: innovation and luxury for your hair

Alterna believes that hair care should be an everyday pleasure, not an obligation. For this reason, each product is developed with carefully selected ingredients and patented technologies that offer professional performance even at home. The brand was a pioneer in eliminating aggressive sulfates, replacing them with delicate surfactants that cleanse without compromising the hair's natural hydration.

Among the brand's signature ingredients are caviar extract, rich in omega-3 and vitamins, used in the famous Caviar line, and bamboo extract, known for its strengthening properties. Each formula is designed to meet specific needs: deep hydration, damage repair, volume, color protection, or sensitive scalp care.

Main Alterna lines

Caviar Anti-Aging: the brand's iconic collection, formulated with caviar extract and Age-Control Complex to counteract the signs of hair aging. Ideal for those seeking intense nourishment, shine, and protection from environmental damage. Discover the Caviar Replenishing Moisture Kit for dry and brittle hair.

My Hair My Canvas: a versatile and customizable line designed for those who love to experiment with their look. It includes innovative styling products like the Jelly Fix Repair Booster and hydrating treatments like the Cool Hydrations Mask. Perfect for hair that needs flexibility and thermal protection.

Bamboo Smooth: if you have frizzy or unruly hair, this line offers long-lasting anti-frizz control thanks to Pure Bamboo Extract and Kendi Oil Complex technology. The result? Smooth, soft, and manageable hair even in high humidity conditions.

Caviar Bond Repair: intensive professional treatment for hair damaged by chemical treatments, heat, or mechanical stress. Caviar Bond Enforcing Technology rebuilds internal hair bonds, restoring strength and elasticity. Try the Bond Repair Kit for a complete treatment.

Clinical Densifying: clinically tested line for fine and thinning hair. It stimulates the scalp and strengthens the hair fiber, providing visible volume and perceptible density to the touch.

Who are Alterna products suitable for?

Alterna is for those who seek professional quality and accept no compromises. Whether you have color-treated hair that needs protection, damaged hair to rebuild, a sensitive scalp, or simply want to elevate your haircare routine to a higher level, you will find the ideal solution. All products are formulated without sulfates, parabens, and phthalates, making them suitable for those who prefer more natural and respectful formulations.

Professional tips for use

To get the most out of Alterna products, always start with a specific shampoo for your needs, gently massaging the scalp to stimulate microcirculation. Then apply conditioner or mask to the lengths, avoiding the roots if your hair tends to be oily. Leave on for at least 3-5 minutes to allow the active ingredients to penetrate. Complete with a leave-in treatment or styling product for protection and definition.

For particularly damaged hair, alternate a repairing shampoo with an exfoliating one like the New Beginnings Exfoliating Cleanser once a week, to remove product residue and promote scalp oxygenation.

Why buy Alterna on Planethair

Planethair has been an authorized Alterna retailer since 2000 and guarantees original products with the brand's official warranty. We specialize in professional haircare and high-end dermo-cosmetics, with over 25 years of experience in the sector. Our team is trained to offer personalized advice and help you choose the most suitable products for your hair type. We ship quickly throughout Italy and offer dedicated pre and post-sales assistance.

Is Alterna suitable for color-treated hair?
Yes, all Alterna products are sulfate-free, and many are specifically formulated to protect and prolong color duration, such as the Caviar Anti-Aging Color line.

How long does an Alterna Caviar treatment last?
Results are visible from the very first application. With constant use (2-3 times a week), the benefits accumulate, and hair progressively appears healthier, shinier, and stronger.

Can I use Alterna on chemically treated hair?
Absolutely yes. In fact, lines like Caviar Bond Repair were specifically developed to repair damage caused by bleaching, perms, and chemical straightening.

What is the difference between Alterna and other professional brands?
Alterna stands out for its use of premium ingredients like caviar extract and the complete absence of sulfates in all formulations. Furthermore, each line is supported by scientific research and clinical trials that demonstrate its effectiveness.