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Katie Holmes at Alterna Haircare’s fall launch event

Katie Holmes

Katie Holmes is not just a spokesmodel for Alterna Hair Care, but also a co-owner. The line that's free of parabens, sulfates, phthalates, synthetic colors, paraffins, gluten, DEA/TEA, phthalates, mineral oil & petrolatum is salon quality products, but available to the masses.

Earlier this month Holmes chatted with New York beauty editors about Alterna products. She briefly explained why she loved Alterna, specifically the Alterna’s Caviar Moisture Milk . The event was “milk” themed with an all white decor, with a huge decal on the floor to emulate a milk stain, as well as life-size milk bottles. There was a “milk bar” with coconut smoothies and white donuts floating from a suspended balloon.

Katie was in great spirits as she took selfies/photos with the editors. Along with Holmes, Alterna’s brand new expert stylist and global creative vice president Ric Pipino, was also at the event to chat about Alterna.

Here are a few of Alterna's new products:

This versatile, all-in-one volumizing styler can be used on either wet or dry hair to achieve buildable volume. Use as a cream on damp hair or a paste on dry hair; its rich formula includes Organic Bamboo Extract which strengthens strands, restores flexibility, and infuses hair with intense moisture and vital nutrients.

For a perfectly “undone look,” look no further than Alterna’s Caviar Perfect Texture Finishing Spray; the love-child of dry shampoo and hairspray. It builds body, shape, and texture in hair without the powdery feel of a dry shampoo or the thick residue and stickiness deposited by traditional hairspray. Appropriate for all hair types, its formula combines natural Omega-3 and C22 Fatty Acids with Age Control Complex, Seasilk, Color-Hold, and Enzyme Therapy to combat brittle hair and breakage; dry, dull hair is instantly transformed into brilliantly shiny locks with enviable texture and movement.

Perfect for those with a dry, flaky scalp, this luxurious treatment helps to eliminate and control embarrassing flakes. Universal for both men and women, the Exfoliating Scalp Facial rebalances moisture to your scalp, while exfoliating for everyday health and maintenance. Active Fruit Enzymes and Exfoliating microbeads control dryness and purify the scalp, leaving a clean, flake-free canvas.

This delicious smelling leave-in conditioner provides hair with the ultimate R&R: UV protection, and maximum defense against the damaging effects of the sun, pool, and saltwater.

To learn more about other Alterna products go to

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