Alterna Haircare explores new horizons in hair-care, with several collections designed to take good care of your hair and scalp. Thanks to unique ingredients such as caviar, known for its anti-ageing properties, Alterna hair-care products will help you achieve strong, healthy and shiny hair, improving its appearance and texture with every use.
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Alterna Hair Care

Imagine a premium hair product line, free of additives and harsh ingredients, that gives your hair a nourished and healthy look. Luxurious and innovative hair products designed specifically for demanding professionals and based on scientific research. Alterna carefully formulates uncompromisingly effective products, formulated without sulphates, parabens or other harmful chemicals, with only natural eco-certified ingredients. No animal testing. Never.

Today, Alterna continues to produce high-performance formulas containing powerful botanicals and high-quality essential ingredients necessary for superior results: a truly otherworldly experience without unnecessary additives or harmful substances. The brand continues with its commitment to clean, sustainable products while developing ever more cutting-edge formulas. Extraordinary performance with no regrets, both at home and in the salon, to give you an exclusive experience wherever you are. 


The Alterna Collections

Alterna My Hair. My Canvas.

Alterna is proud to renew and refine its commitment to clean beauty, bringing a new generation of cutting-edge hair products to the market with My Hair. My Canvas. This exciting new line reimagines the creative possibilities of hair care and is designed to give your hair maximum effectiveness with minimal impact on the environment. From the new 100% vegan formulas to the innovative packaging with 50% post-consumer recycled plastic, My Hair. My Canvas. embodies a passion for continuing to explore new avenues, taking their clean beauty philosophy to a new and even more meaningful level. Alterna will always strive to improve their products with each new generation and empower professionals and non-professionals alike to elevate ordinary moments into self-care experiences that instantly transform hair and the senses.

My Hair. My Canvas. is the new expression of Alterna Haircare's transformative experience. These versatile, high-performance products combine a deliciously refreshing scent with the benefits of Vegan Botanical Caviar, elevating your hair care routine and making it fun and easy to create beautiful customised looks.


Alterna Caviar

Luxury is not about cost: true luxury is the exceptional experience something offers. Caviar offers a range of products to address all hair issues, in sensual rituals that complement the proven effectiveness of their formulas with a unique experience of relaxation and well-being. The levels of enzymes responsible for processing all incoming nutrients decline with age, requiring high-precision treatment. To combat this decay, Alterna uses the world's most effective anti-ageing ingredient: caviar.

Caviar with Age-Control Complex is a unique system of products aimed at restoring vibrancy and elasticity to the hair and skin. Using caviar enzymes, cytokines and vitamin C, Age- Control Complex prevents external and oxidative damage, stimulates protein production and promotes rapid regeneration at cellular level. 

Rich in omega-3 fatty acids, it helps reconstitute the hair's lipid layer for improved moisture retention and elasticity, giving it a healthy, natural softness and shine. The new Caviar Anti-Aging Restructuring Bond Repair product line also helps reverse the damage suffered by hair due to heat styling, free radicals and excessive colouring.

The choice can be the ultimate in luxury. When you choose Caviar, you choose the luxury of premium formulas powered by the best that nature has to offer, the luxury of not having to resort to harsh chemicals commonly found in other products. Choose the luxury of Caviar.

Alterna Product Reviews: Check out our Customer Reviews!

Alterna Caviar CC Cream Replenishing Moisture: "The best hair product I have ever used! Even combined with shampoo and conditioner that I already had, it still leaves my hair feeling like after a hairdresser's treatment. It makes the hair soft and frizz-free, knot-free, and it smells AMAZING! I got the other products in the line and now I really can't do without it."  Marianna 

Alterna My Hair. My Canvas. New Beginnings Exfoliating Cleanser: "It leaves hair clean and voluminous without drying it out or draining the colour. I found it great, 10/10." Stephen

Alterna My Hair. My Canvas. Me Time Everyday Conditioner: "I love the effect of this conditioner, it leaves my hair soft but clean without weighing it down. I have oily hair at the roots and dry at the ends, and this is the first time I can apply a conditioner to the whole length of my hair without any problems." Asia

Alterna My Hair. My Canvas. More To Love Bodifying Shampoo: "My hairdresser recommended it to me, and I am delighted with it. I've had flat, matted hair for 50 years, and this is the first shampoo that has really made a difference. It only lifts it at the roots, without making it frizzy or dry. I'm so happy!" Sofia

Alterna My Hair. My Canvas. Jelly Fix Repair Booster: "I use it together with the Cool Hydrations Nourishing Masque and I'm really happy with it. I have dry, frizzy hair and now I only trust Alterna products, which leave it looking like it did after hours at the hairdresser. Using it once every 2 washes lasts about 3 months!" Federica

Alterna Best Seller Products on 50 ml


Alterna My hair. My Canva. Another Day Dry Shampoo: "A translucent, lightweight vegan dry shampoo that refreshes and softens hair by absorbing excess oil without leaving a residue. Its White Charcoal and Botanical Caviar formula helps absorb excess oils and cleanses hair while maintaining its natural shine and radiance.

Alterna Caviar Anti-aging Moisture Ceramide Shots: A powerful concentrate of ceramide in biodegradable single-dose capsules that moisturises, reduces breakage and strengthens hair for softer, shinier hair that is less frizzy and easier to manage. Moisture Ceramide Shots are ideal for all hair types, but particularly effective as an anti-ageing and hair loss treatment for fine and delicate hair. 

Alterna Meltaway No Rinse Micellar Cleanser: Innovative vegan micellar cleanser from cream to powder with no rinse and no residue, which absorbs oil or sweat and breaks down the product for hair as clean as after a shower. Dries quickly, keeping hair smooth, hydrated, shiny and improving manageability. 

Alterna Caviar Bond Repair Overnight Serum: An overnight repair treatment to treat all types of weak and brittle hair. Formulated with innovative Caviar Bond Enforcing Technology, it repairs damaged hair, rebuilds and seals cuticles for an effect that lasts up to 10 washes. Clinically proven to reduce hair breakage and split ends by 99%. 

Alterna Caviar Clinical Densifying Shampoo: A densifying treatment that gently cleanses the hair and protects the scalp. Removes small residues and deeply cleanses without drying, thickening hair from the first use and promoting growth. Perfect for fine hair and suitable for daily use. 


50 ml is Alterna's official online retailer. Has Alterna won you over, or would you like to try more hair products? Don't miss our extensive catalogue of Hair Care products and the refined selection of artistic fragrances on our website. We would like to remind you that at 50 ml you can request free samples with every order you place: just enter your preferences at check-out! 50 ml offers you the chance to buy samples of the best niche perfumes: try them all and find the one that suits you best!