The Alterna is a company with a mission to provide quality hair care products for all hair types. With a variety of products from shampoos and conditioners to hair treatments, Alterna focuses on empowering women to create a better life. The Alterna brand was founded in 1998 by a team of engineers and scientists that had a vision of creating a line of products that would revolutionize how women felt about their hair. Their mission is to find the perfect balance between science and art, where the two would merge to create an innovative product that would be loved by their customers. In 1999, they partnered with Aveda, a leading haircare company. All Alterna products are made from natural ingredients from plants and minerals from the earth. They make sure that each ingredient has been tested for safety and efficacy before they are used in their products. The company also uses only gentle surfactants with a pH below 5 that gently cleanse, then condition your scalp and hair with natural ingredients.