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By Jillian Baumgartner, Contributing Editor


When Alterna was looking for a fresh face and great head of hair to compliment their haircare line, Katie Holmes was an obvious choice. An actress, director, designer and single mother, Holmes balances a busy life carrying herself with elegance, ease, and grace, whilst maintaining a girl-next-door charm and natural beauty. In 2013, she teamed up with Alterna becoming a co-owner, global spokesperson and brand ambassador for the environmentally friendly company, and was immediately attracted to to their cleaner products, contributions to society and the beauty industry as a whole.

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Screen Shot 2016-01-14 at 12.41.39 AM“I’m really proud to be a part of this company – not only because the products are incredible, but because their ‘accessible luxury’ and ‘free of’ philosophy really speaks to me,” says Holmes. “I love that Alterna uses natural and organic ingredients and stays away from harsh chemicals like sulfates and parabens. It’s good for my hair and good for the earth, so I feel good using it.”

Produced with bamboo, oils, hemp and caviar, and in eco-friendly packaging, Alterna’s products are innovative and restorative. Without parabens, sulfates, and other additives, this award-winning line is concentrated with nourishing, healthy ingredients, and a great brand when looking for cleaner hair products that perform. At the same time, this brand feels luxurious and special, leaving hair silky, shiny and beautiful, repairing damage and literally transforming hair after one use. Luscious, movie star locks that don’t hurt the planet are now possible, as Alterna and Katie Holmes redefine haircare luxury as accessible and sustainable.CAV_Moisture_Collection




Photo Credit: Alterna Haircare