Alterna introduces My Hair. My Canvas., an entirely new 100% vegan collection aimed at celebrating self-care, individuality and self-expression.

With a modern look and feel and sustainable packaging, My Hair. My Canvas. stands out amongst Alterna Haircare’s existing offerings, while staying committed to delivering high-performance in line with Alterna’s high standards of purity and efficacy. Infused with sustainably harvested Vegan Botanical Caviar, these 100% vegan formulas elevate your haircare routine and make it fun and effortless to create customizable, beautiful looks that keep up with your ever-changing lifestyle.

“Millennials believe that self-care is the new luxury, they seek moments of healthy indulgence and self-kindness in all aspects of life. They are ingredient-conscious, clean-beauty minded, ever-learning and proudly unfinished," says Suzanne Dawson, Global General Manager, Alterna Haircare. "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.”

My Hair. My Canvas. was created for maximum impact on the look and feel of hair with minimal impact on the environment. Products are formulated without added SLS/SLES* sulfates, parabens, phthalates, synthetic color, gluten, mineral oil, formaldehydes and formaldehyde-releasing agents. My Hair. My Canvas. features products packaged in 50% post-consumer recycled plastic** with twist-open and close pumps to minimize the use of plastic caps and waste.

The line is made up of 10 products and divided into two categories: Prime Your Canvas and Define Your Look.

Prime Your Canvas consists of: Me Time Everyday Shampoo; Me Time Everyday Conditioner; More to Love Bodifying Shampoo; More to Love Bodifying Conditioner; and New Beginnings Exfoliating Cleanser.

Define Your Look includes: Any Way Texture Spray; Easy Does It Air-Dry Balm; Soaring High Volume Blowout Mist; Shine On Defining Foam; and Glow for It Universal Gloss.