Shea Butter: is widely known as a pure, pristine natural and healthy moisturiser for softer and more beautiful hair. It’s also known to help prevent water loss and even breakage. To ensure that this collection delivers real results and real value to those with curls, it was developed alongside our curly-haired team members and Alterna stylists. They worked with the product development team to test and refine five new versions of the clean* and vegan formulas that My Hair. My Canvas. is known for. Alterna, a visionary creator of luxury haircare products formulated without harsh chemicals and additives, announces the launch of its Textures & Curls collection from My Hair. My Canvas., Alterna’s 100% vegan line celebrating self-care and self-expression. The high-performance, silicone-free collection offers 5 formulas designed to celebrate natural textures and curl types. Boost hydration and care for your textures and curls with our Begin Again Curl Conditioner or More Butter Masque, lengthen curls with initial use with our Loosen Up Curl Elongator, or fight frizz with our Begin Again Curl Cleanser and My Way Curl Defining Gel. All products are designed to leave your hair with amazing results.

All the ingredients used to make the 'My Hair. My Canvas' range are sustainably sourced with no added parabens, SLS, synthetic colours or formaldehydes, meaning you can treat yourself whilst also using responsibly created products. Combine Products from the Range for a 'Next Level' Look But Alterna Vegan Botanical Caviar is just part of Alterna’s wider Clean Philosophy. Alterna’s Clean Philosophy Kakadu Plum Extract: is known to add moisture and hydration and maintain a level of collagen and elastin that is essential for healthy, lustrous hair. It’s reputable for containing the world’s highest concentration of Vitamin C of any known plant. It’s full of antioxidants, antifungal, antiviral, and has anti-inflammatory properties. Building upon the belief that haircare is self-care, My Hair. My Canvas.,from industry leader Alterna, has been created to empower the millennial woman to define beauty on her own terms. This versatile and indulgently playful range offers her the care and styling products she needs to prime her “canvas”, create her looks and extend her styles. Fair Trade Coconut Oil: known to keep the cuticle conditioned and smoothed down. Its rich texture is commonly used to help keep frizz at bay by absorbing slowly into the hair while water is evaporating out of damp strands. Our Coconut Oil is Fair Trade USA certified.To ensure that this collection delivers real results and real value to those with curls, it was developed alongside Finally, we’ve just achieved another significant milestone — My Hair. My Canvas. is now officially certified by PETA to be cruelty free, as none of our products are animal-tested. To reflect our ambitions, we’ve formulated all My Hair. My Canvas. products with high-performing vegan ingredients, led by our signature Vegan Botanical Caviar, but also including Water Lily Extract, Coconut Sugar Blend, White Charcoal and more. All products also featured new delightfully refreshing scents of Bergamot & Jasmine, Sea Berry & Mandarin, or the My Hair. My Canvas. Signature Aroma. Fair Trade Cocoa Butter: traditionally used to nourish, strengthen, moisturise, and soften hair. Our Cocoa Butter is Fair Trade USA certified.

A majority of women worldwide have wavy, curly, or coily hair and prefer products designed specifically for their texture. At Alterna, we understand that every curl is unique and that wash days can be laborious for the curls crowd. This collection simplifies the curly haircare routine, as our multi-benefit formulas cater to all curls, reduce the number of products needed – and still achieve amazing results. Banana Flower: sustainably and ethically sourced, it is known to improve moisture and nourish hair with it’s regenerating properties. Our partners in Mayotte recycle the male flowers that would’ve been discarded and gone to waste, while providing farmers with more income and helping the local economy. As our My Hair. My Canvas. line of product shows, Clean Philosophy is not static — every year we’re working hard on making our products even better, and think how we can improve our use of resources and environmental impact even further. New additions to My Hair. My Canvas., such as the Restore Rituals and MeltAway No-Rinse Micellar Cleanser products, are a testament to that. Ultimately, Alterna means using only clean and pure ingredients that are required for beautiful and healthy hair. A vegan and silicone-free curl defining gel that is non-greasy and non-flaking, providing a soft but flexible hold and humidity resistance for up to 72 hours. Vegan Botanical Caviar: sustainably sourced and is known to add intense hydration, improve moisture retention and smooth the cuticle to add bounce, shine and strength through the revitalizing power of its unique blend of hydration polysaccharides and free-radical neutralizing antioxidants.

One of our proudest achievements is the sustainable approach we’ve successfully applied to sourcing our Alterna Vegan Botanical Caviar. The caviar is manufactured using Eco-Sound® technology, which has a minimal impact on the environment and low CO2 emissions. More than anything, our Clean Philosophy is a manifesto, a guide that continually helps us define the cutting edge of clean beauty. Today, all Alterna products offer superior results and a transformative experience without unnecessary additives. Now with the officially PETA-approved Alterna Haircare Cruelty Free line of products, we’re leading the way in the haircare industry to show that even the highest-performing haircare products don’t need to be tested on animals.