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Alterna's professional products have been setting the industry standard for hair care formulations since the mid-90s. The history of Alterna includes many groundbreaking "firsts" that changed the way hair care formulations were designed. They were the first hair care company to offer luxury hair products in fun, brightly colored bottles, transforming hair care from something you had to do to something you wanted to do. Alterna uses only the best and most sought-after ingredients, ensuring incredible results that last. All of their shampoos and conditioners are sulfate-free, thereby offering a gentler and more nourishing texture.