It has been Alterna's commitment to alternative beauty that has been at the heart of their story since arriving in 1997. The journey began by creating innovative, luxurious hair care and styling products inspired by skincare science and formulated with pure and effective ingredients. All Alterna hair care products are formulated without parabens, SLS/SLES* sulfates and other harsh chemicals and deliver performance without compromise—clean beauty that provides an exceptionally luxurious experience at home and proven results in the salon. This specialised formula can be found in all Alterna products, from shampoos to conditioners. The caviar shampoo is one of the brand’s most popular hair products. All of the items below are available for shipment throughout the UK.