What’s this? Alterna introduced a Textures & Curls collection from My Hair. My Canvas. This silicone-free, vegan collection comprises five formulas to celebrate natural textures and curl types. To ensure the collection makes an impact, Alterna enlisted its curly-haired team members and Alterna stylists to help out in various ways. They worked with the product development team to test and refine five new versions of the formulas in My Hair. My Canvas to suit curly hair types; it is clear they mean business!
Why try Textures & Curls
Clients who have wavy, curly, or coily hair prefer products designed specifically for their texture. As you know, every curl type is unique, and wash days can be trickier for clients with textured hair. Alterna says this new collection simplifies the curly hair routine. We like the sound of this, who doesn’t love a simple solution?
Dorothee Dufour, global head of marketing for Alterna, says: “Our Textures & Curls collection was created for women who want to care for and embrace their curls as an expression of their unique beauty.
The power
“This collection gives women the power to celebrate their curls by infusing their hair with mindful ingredients. The indulgent, multi-benefit formulas create a sensorial experience and transform wash days into self-care rituals.”
The collection includes:
- Boost hydration and care for textures and curls with Begin Again Curl Conditioner or More Butter Masque
- Lengthen curls with Loosen Up Curl Elongator
- Fight frizz with Begin Again Curl Cleanser and My Way Curl Defining Gel
What’s inside
- Fair-trade cocoa butter
- Shea butter
- Kakadu plum extract
- Moringa seed oil
- Sustainably-sourced banana flower
Clean, sustainable products
Also, each formula features My Hair. My Canvas’s signature sustainably-sourced vegan botanical caviar and fair-trade coconut oil.
Alterna pledges to offer clean, sustainable products and reduce its environmental impact. So, what’s the best part about Textures & Curls? All products are free of harsh chemicals like silicones, parabens, and SLS/SLES sulphates. All My Hair. My Canvas. Products have vegan formulas and are PETA-certified cruelty-free. The brand also uses eco-conscious 50% PCR packaging.
Dorothee says: “With each new generation of products, we strive to push the boundaries of creativity. Our shared responsibility to minimise our global ecological footprint while delivering on our high standards for haircare products remains at the forefront of every Alterna collection.”
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