Alterna Haircare occupies the pinnacle of luxury professional haircare, built on the transformative power of caviar extract and a commitment to clean, clinically proven formulations. Founded in 1997, Alterna pioneered the use of caviar extract in haircare — harnessing the same age-defying proteins and omega fatty acids prized in luxury skincare — to deliver anti-aging benefits that strengthen, nourish, and restore hair at a structural level.

The flagship Caviar Anti-Aging collection spans targeted lines for every concern: intense moisture replenishment, structural repair, smoothing, complete correction, and colour protection. Beyond Caviar, Alterna's bamboo range offers sustainable, strengthening care, while My Hair My Canvas serves creatively-minded clients seeking colour-safe, artistically inspired haircare.

Alterna's clean beauty credentials are uncompromising — formulas are free from parabens, sulfates, harsh salts, phthalates, and harsh dyes. The brand's commitment to silk proteins, omega-3 fatty acids, and plant-based actives alongside caviar extract ensures every product delivers measurable, visible results worthy of a luxury positioning.