Actress and entrepreneur Katie Holmes became co-owner and first-ever celebrity spokesperson for Alterna Haircare, a pioneer in the luxury haircare category launched in 1997 and now owned by TSG Consumer Partners.
The company is known for professional formulations that are ‘free of’ harsh chemicals and formulated with globally-sourced, often sustainable, and organic ingredients.
“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,” said 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.”
“Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon,” says Joan Malloy , President/CEO of Alterna Haircare. “Alterna has been haircare’s ‘best kept secret’ for years, but that is about to change. We’re confident that adding Katie’s natural beauty, gorgeous hair and creative instincts to our state-of-the-art, results-driven haircare collection will be a game-changing combination.”