UK launch for My Hair. My Canvas collection

Renowned for its caviar-based anti-ageing hair care range, Alterna has introduced the new My Hair. My Canvas collection. 

This 100% vegan range builds upon the brand's belief that hair care is self-care, with a collection of professional hair care and styling products aimed at the millennial generation, and focus on a Prime, Care and Extend ritual. 

Key to the product range is sustainably harvested Botanical Caviar, an Asian superfood algae sustainably harvested from ponds on Bohol Island in the Pacific. This anti-ageing and revitalising ingredient fights free radical damage and hydrates hair. In addition, White Charcoal absorbs excess oils, toxins and irritants to purify and balance, a Coconut Sugar blend from the sack of the Coconut Palm flower is a natural conditioner. 

Products are fragranced with Bergamot, Jasmine, Seaberry, Mandarin and the My Hair. My Canvas signature aroma. 
In line with the brand's sustainability ethics, products are packaged in 50% post-consumer recycled plastic with twist open and close pumps to minimise waste.

My Hair. My Canvas collection comprises the Prime collection of New Beginnings Exfoliating Cleanser, Me Time Everyday Shampoo, Me Time Everyday Conditioner, More to Love Bodifying Shampoo, and More to Love Bodifying Conditioner. The Create collection includes Any Way Texture Spray, Easy Does It Air-Dry Balm, Soaring High Volumizing Blowout Mist, and Shine On Defining Foam, whilst the Extend collection features City Slay Shielding Hairspray and Another Day Dry Shampoo.

Commenting on the launch of the My Hair. My Canvas. Collection, Suzanne Dawson, Alterna Haircare's Global General Manager, says:

“With My Hair. My Canvas. we saw a gap in the marketplace for an experiential, indulgently playful and versatile line that's also vegan and features sustainable packaging. Our products deliver luxurious moments of self-care with transformative textures and compelling aromas and our versatile products provide endless opportunities to empower self-expression.

“Now more than ever, it's important to take care of ourselves and elevate our daily chores into transformative, healthy rituals.”