Alterna Celebrates 25 Years of Luxury Hair Care

A pioneer in luxury haircare inspired by skincare science and formulated without harsh chemicals and additives, Alterna Celebrates 25 Years of transformative innovations with a “Dive into Moisture” campaign.

Alterna Celebrates 25 Years

The centrepiece of the campaign in which Alterna Celebrates 25 Years of transformational luxury hair care is a focus on the indulgent hydration that is one of the brand’s signature benefits. Since Alterna’s iconic Caviar Anti-Aging Moisture collection is an embodiment of Alterna’s use of skincare science to develop advanced hydration technology, three core products from the Moisture collection will be the heroes of the campaign. “Dive into Moisture” will also amplify Alterna’s ocean-inspired formulation philosophy which expresses the brand’s heritage of delivering hydration as the foundation for healthy hair. 

Alterna Celebrates 25 Years

“Since 1997, Alterna has offered an alternative to traditional luxury haircare. It had ignored moisture as the key to long-term hair and scalp health,” explains Suzanne Dawson, Global General Manager. “We’re marking our 25th anniversary with “Dive into Moisture” as a special celebration of our Caviar Anti-Aging Replenishing Moisture collection as well as its three core products. This trio so beautifully expresses our heritage as a pioneer in innovative hydration and skincare science inspired hair health technologies.

“We are excited to embrace a future and proud to honour our hydration pioneering heritage. Our transformational hair care products have always and will always deliver an exceptional experience. This is unmistakably Alterna: a truly indulgent feel and stunning results.” 


The heroes of the “Dive into Moisture” campaign are from Alterna’s iconic Caviar Anti- Aging Replenishing Moisture collection. This line’s seven products are built around Alterna’s signature Age-Control Complex, a potent blend of marine actives. A regimen from this hydrating collection has been proven to visibly improve hair’s vibrancy in one use. 

The Moisture collection also helps to defend against daily aggressors; like pollution, sun, chemical processing and heat-styling that can damage and dull hair. The three core products in the “Dive into Moisture” campaign are: 

Caviar Anti-Aging Replenishing Moisture Shampoo. A cleanser that hydrates dry hair. 

Caviar Anti-Aging Replenishing Moisture Conditioner . A lipid-rich conditioner that nourishes and hydrates dry hair.

Caviar Anti-Aging Replenishing Moisture CC Cream. A perfecting leave-in treatment and styling cream. It delivers 10 benefits (moisture, shine, smoothness, softness, anti-breakage, heat protection, light hold, UV color protection, manageability, as well as strength) in one easy step. 

For more information on Alterna’s 25th anniversary and also the Caviar Anti-Aging Replenishing Moisture collection, visit

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