Alterna Haircare announced a new partnership – with actress and entrepreneur Katie Holmes, who is now the brand’s co-owner and first-ever celebrity spokesperson. Holmes will be sharing her creative and consumer insights to help the brand continue to grow over the course of her multi-year partnership.

Launched in 1997 and now owned by TSG Consumer Partners, Alterna’s professional formulations are free of’ harsh chemicals and contain globally-sourced, often sustainable, and organic ingredients.

“Katie inspired us by gracefully evolving from an actress to a multifaceted artist, designer and style icon,” says Joan Malloy, president and CEO of Alterna Haircare. “We’re confident that adding Katie’s natural beauty, gorgeous hair and creative instincts to our state-of-the-art, results-driven haircare collection will be a game-changing combination.”

Holmes stated, “I’m really proud to be a part of this company – not only because the products are incredible, but because their ‘accessible luxury’ and ‘free of’ philosophy really speaks to me. I love that Alterna uses natural and organic ingredients and stays away from harsh chemicals like sulfates and parabens. It’s good for my hair and good for the earth, so I feel good using it.”