ALTERNA ADDS STAR POWER WITH KATIE HOLMES
It seems like hair care and celebrities go hand in hand. Hot off the heels of news that Jennifer Aniston became spokesperson and equity partner of Living Proof, Alterna Haircare also made a similar announcement with an equally beautiful actress. The luxury hair care line has partnered with actress and entrepreneur Katie Holmes as its first celebrity face, and co-owner of the company.
“Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon,” stated Joan Malloy, President/CEO of Alterna Haircare. “Alterna has been hair care’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 hair care collection will be a game-changing combination.”
Founded in 1997, and now owned by TSG Consumer Partners, Alterna is known by cutting-edge professionals and beauty/industry insiders to be formulated with globally-sourced, often sustainable, organic ingredients, and formulated without harsh chemicals like sulfates and parabens, making it good for your hair and safe for the earth.
In a press release, Katie Holmes states that she is very proud to be a part of the company “not only because the products are incredible, but because their ‘accessible luxury’ and ‘free of’ philosophy really speaks to me.†An advocate of preaching what you practice, Katie uses Alterna products in her own daily beauty regimen: “When I first used Alterna, I knew there was something special about their products because of how much healthier, shinier, and smoother my hair looked and felt after just one use,” she said. “If I had to pick one word to describe what happens to my hair when I use Alterna, it would have to be transformation.â€
Over the course of the Alterna and Katie Holmes multi-year partnership, Katie will be sharing her own insights as a consumer to help the brand grow and expand around the world, as well as inspire salons and retail partners to carry the line. Ms. Malloy is excited about what’s on the horizon, stating “Stay tuned! Katie is now part of the family, and with a great partnership like this, there are no limits.â€
It may just be a perfect fit for both parities. “In many ways, Katie is the epitome of the beauty and health-conscious, stylish, discerning consumer we hope to reach. We are so fortunate to be able to tap into her perspective—not only creatively, but as a busy professional, mother and woman on the go,†stated Ms. Malloy.
You can get a first glimpse at the bona fide partnership this spring when ads appear in March women’s beauty, lifestyle, and salon trade magazines.  Alterna products can be found at Sephora, Sephora.com, ULTA, and ulta.com, Beauty.co, QVC, and other high-end salons worldwide.
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