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Alterna Professional Hair care creates groundbreaking formulas that set the industry standard in the world of hair care. Alterna products use breakthrough technologies and the latest hair care ingredients like Hemp, White Truffle, and Caviar to make a dramatic difference in the look, feel and behavior of any hair type. Always pushing the envelope to develop new formulations to shape the future of professional hair care, their line of shampoos, conditioners, treatments and styling products were born from years of intensive research and development.