Hair Care

Why Alterna Haircare?

Introducing the Caviar infinite colour hold line from alterna haircare

Introducing the Caviar infinite colour hold line from alterna haircare

Natural Luxury, Down to a Science®

Alterna has been a pioneer in the luxury haircare category, offering state-of-the-art formulas that set industry standards since 1997. With a reputation built on expertise, innovative ingredients and results-driven formulas, Alterna defines luxury haircare and continues to be sought after by salon stylists and beauty artisans worldwide.

Innovative ingredients & Cutting-edge, Proprietary technology

Caviar, Seasilk, hemp, Bamboo and Kendi Oil are just a few of the innovative ingredients that Alterna puts into its formulas coupled with advanced, proprietary technologies, such as Enzymetherapy®, an enzyme delivery system enabling the absorption of essential ingredients for superior keratin production, and Colour Hold®, a patented technology protecting hair from colour fade & wash out, Alterna products deliver superior results, guaranteed.

Good For You Beauty


Alterna is conscious of the environment and your health, so what we leave out of our products is just as important as what we put in. We strive to be FREE OF: Sulfates, Parabens, Gluten, Phthalates, Sodium Chloride, Synthetic Colour, DEA, TEA, Paraffin, Mineral Oil, Petrolatum & PABA.

Alterna offers cutting-edge products designed to help you stay on trend and look beautiful. Using our innovative formulas, our products are a comprehensive package of great ingredients to help your hair look it’s best!

About Living Proof . . .

introducing Living proof

introducing Living proof

We solve the toughest beauty challenges with science and patented technology originating from MIT. Our founders are hair stylists who were fed up with the limitations of conventional products and biotech scientists who didn't have any preconceived notions of what could or couldn't be done in beauty. And together, they set out to create results you can see from across the room. Twenty patents, over 50 products and more than 150 awards later, we have countless love letters thanking us for changing lives in both big ways and small. We are the science. You are the Living Proof®.

What separates Living Proof from the rest? Our patented technology.

Because when brilliant science influences beauty, breakthroughs happen.

To solve the root causes of everyone’s top hair concerns: frizz, damage, and fullness, our team of stylists and scientists analyzed 100s of competitive products that have been in the market for the past 30 years. What they found was that the traditional beauty industry relies on heavy silicones that mask hair symptoms but don’t really solve them. What came next from those studies were three revolutionary discoveries that appeared in the form of microscopic molecules. The first, our Healthy Hair Molecule (OFPMA), creates a weightless, invisible shield that repels dirt and oil to keep hair cleaner, longer. The second discovery was our Thickening Molecule (PBAE) which creates revivable body that lasts up to 5x longer on even the finest hair and without the usual stiff, sticky results. Our third discovery was a Volumizing & Texturizing Molecule (ETAS) that delivers bigger, longer-lasting volume without weighing it down.

Technology with a conscience

Free of silicones, parabens, phthalates, and animal testing.


Full of science that is non-toxic, and safe for colour and chemically treated hair.

Since day one, harmful ingredients have never had a place in any of our haircare lines. Our founders recruited scientists from outside of the beauty industry, leaders in cancer research and restorative surgery breakthroughs (where the work is a matter of life and death), to discover, formulate and test every innovation right here. Our products are our own, so it’s no wonder that our scientists hold themselves to a higher standard of analysis for everything that comes out of our labs.

We’ve always taken these added measures, not because it’s trendy or easy, but because using science to create safer, smarter, more effective choices for your haircare regimen is the right thing to do. It’s what we do. 

Schwarzkopf Professional BLONDME Series

Schwarzkopf professional blondme collection

Schwarzkopf professional blondme collection

BLONDME CUSTOMIZED BONDING CARE ~ Powered by Integrated Bonding Technology, this customized blonde care range is especially formulated to care for the delicate structure of blonde hair. Designed to cater for all blonde needs, with tailor-made nourishment and maintenance in 3 dedicated tone directions:

ALL BLONDES ~ Full care regime for in-depth nourishment and strengthening of any blonde hair.

COOL BLONDES ~ For cool cendré tone directions, neutralizing unwanted warmth.

WARM BLONDES ~ For warm caramel, refreshing or reviving faded blonde shades.

Schwarzkopf Professional Fiberplex Series


Schwarzkopf Professional’s first Bond Enforcing System to protect hair from breakage during the lightening, (high-)lifting or colouring process with bond creation and long-lasting color protection.

Thanks to its cutting-edge Bond Enforcing System, FIBREPLEX minimizes hair breakage by up to 94% and sets colourists free from the fear of compromising hair quality during the chemical process. FIBREPLEX is not just about upgrading colour services though – it also allows you to offer a unique bonding care service for extra-strong hair in-between color services, or for non-color customers.

Sulfate-Free Shampoo – Cleanses and restores the hair, creates bonds within the hair fibre and balances the pH level to lock in colour pigments. Provides intensive care, making the hair strong, supple and full of shine.

N°3 Bond Maintainer – Helps maintain the significantly improved hair quality, creates bonds within the hair fibre and balances the pH level to perfectly lock in color pigments. Provides intensive care, making the hair strong, supple and full of shine. Protects against new mechanical damage at home.

Lighten! Lift! Colour! Without compromise.

Gaia Baby

introducing Gaia baby to our retail section

introducing Gaia baby to our retail section

Gaia Baby is proudly Australian made, our skin care products are tailored for sensitive skin, and contain natural and organic oils and extracts that are gently cleansing, moisturising and soothing. Our sensational scents are blended using pure essential oils, selected to provide you with the most gorgeous aromas to indulge your senses and benefit your skin.

We don't include any of the following in our washes, moisturisers, oils and wipes

great starter kit to try out these products without the commitment

great starter kit to try out these products without the commitment

  • Artificial fragrance

  • Petrochemicals and mineral oils

  • Lanolin and Phthalates

  • Soap, Sulphates and other drying agents in our cleansers

  • Paraben preservatives and propylene glycol

  • And other commonly used ingredients that can be irritating or drying to skin

It is not just what we put in, but what we leave out that makes the difference!