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Founded in 1997, Alterna is passionate about creating hair products that are both great for your hair and for the environment and transcends ordinary haircare, turning everyday moments into self-care experiences. Their shampoos contain only eco-friendly and cruelty-free ingredients and are free from parabens, SLS/SLES sulphates and synthetic colour. Alterna's skincare-inspired formulas are also enriched with active botanical ingredients, helping to hydrate, repair and strengthen your locks.

The collection's unique vegan formula blends natural ingredients such as water lily extract, coconut sugar blend, white charcoal and prickly pear oil to nurture each strand for beautiful and healthy hair. Browse the My Hair, My Canvas collection from Alterna haircare that embraces maximum self-expression with minimal impact on the environment.

Alterna's classic Caviar Anti-Ageing collection contains pure caviar from the roe of non-endangered sturgeon fish and addresses the intrinsic, chemical and environmental ageing of hair. Luxuriously rich in minerals, vitamins and omega fatty acids, Alterna's Caviar Anti-Ageing shampoo helps to restore hair's lipid layer to its optimal state for younger-looking and healthier hair.
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