A commitment to alternative beauty has been at the heart of the Alterna story since we debuted in 1997.

That commitment continues to inform and inspire every product we make. We began our journey by creating innovative, luxurious haircare and styling products inspired by skincare science and formulated with pure and effective ingredients. From the beginning, we developed products that were formulated without parabens, SLS/SLES* sulfates and other harsh chemicals. From new 100% vegan formulas, to innovative packaging with 50% post-consumer recycled plastics**, My Hair. My Canvas embodies our passion for continuing to explore new avenues that take our clean beauty philosophy to a new and even more meaningful level.