BEVERLY HILLS — To celebrate 10 years in business and to tap into demand for luxury hair care products, Alterna Professional Haircare, based here, is now rolling out a new line, Ten.
Michael Shaun Corby, the company’s global creative director, said high-priced and exotic ingredients such as African cacao extract, Champagne grape seed oil, Bulgarian evening primrose and white truffle oil were key to the four-stockkeeping-unit line.
“In celebrating our 10th anniversary and having been the original luxury hair care line, we wanted to bring everything together into one superwow product using some of the best ingredients from all over the world,” he said. “This is really the most important launch in the history of the company.”
The line includes a shampoo, conditioner, hair masque and skin therapy, which is a rich moisturizer containing SPF 8. Prices at retail range from $35 for the skin therapy to $60 for the shampoo and conditioner.
“Most shampoos contain 60 to 70 percent water, but this one has a very low water percentage, so the consistency is more like syrup,” said Corby. “It is also sulfate-free, and the sodium used in it is similar to Epsom salts, so it is healing to the scalp and won’t affect any color in the hair.”
Corby said Alterna also is pioneering a new way to deliver vital nutrients to the hair and follicles, using medical-grade hyaluronic acid, which is mostly used in cosmetic surgery and skin care.
“It draws vital nutrients from other ingredients, such as the oils, and increases the effectiveness of the product tremendously.”
Corby described the line as a “smart product,” saying it was designed for all hair types.
Alterna is available in a few thousand salons and high-end beauty supply stores nationwide.