The Story of Alter Ego Italy
The story of a family, a passion and an all-italian mission, made up of love for details, important raw materials and high quality standards since 1988.
In Alter Ego Italy they bring together two important choices for the professional salon: effectiveness and kindness, performance and sustainability. A vision that meets the needs of the contemporary adult woman, who wants to be beautiful and sophisticated, but at the same time feels the urgency of a greener life.
Alter Ego Italy develops highly performing products and technologies to enhance beauty, but at the same time kind with the environment and human beings.
For Alter Ego, Beauty Means
Effectiveness of the products. Alter Ego products are designed one by one to offer flawless results, respecting the hair and skin.
Beware of trends. Constant research and study of international trends are the key principles that inspire Alter Ego Italy Collections every year.
Creativity. Alter Ego helps hairdressers to add their precious creative contribution in every work they perform, offering high-performance and innovative products, able to achieve excellent results by supporting everyone’s creative style.
Personality. The range of Alter Ego Italy colors collect a wide range of possibilities, to allow every woman to recognize herself and get in touch with her best part.
For Alter Ego, Kindness Means
Create products that respect the environment. For all our treatment products, we are looking for technologies that reduce the consumption of water during rinsing. All Alter Ego packages are made of recycled plastic and FSC certified paper.
Sustainability as a starting point. Increasingly high standards: 90% natural ingredients in formula, 80% biodegradable ingredients.
Effectiveness & Kindness
Performance & Sustainability
Highly Performing
