Alterna has always been considered a pioneer in the development of formulas for the luxury haircare and his birth is taken as the benchmark for performance.?We use the latest technology and most effective ingredients since 1997.Our commitment to quality, innovation and excellence make us different. For this reason our products are sought after by the best experts of the beauty of hair, all over the world.?Each product is formulated with Alterna exclusive patented technologies:?Enzymetherapy ® to ensure maximum absorption of the essential ingredients and a higher production of keratin?® Color Hold to protect color from UVA / UVB and fading?Alternate takes care about the environment and health of its customers.What we choose to put in our products is as important as what we choose to avoid: the majority of our formulas are made?NO: Sulfates, Parabens, Paraffin, Mineral Oil, Petrolatum, TEA, DEA, Gluten and PABA.