The Caviar Replenishing Moisture Shampoo for dry hair.
The Caviar Sheer Dry Shampoo.
Alterna was founded in 1997 as a premium hair product line free of additives or harsh ingredients.
Celebrity hairstylist Fitzsimons is a long-time fan of Alterna.
Heat Protection Sprya helps protect your hair from heat damage.

American haircare brand Alterna’s general manager Raphael Grange and its brand ambassador, celebrity hairstylist Andrew Fitzsimons, speak about their new collaboration

THE BRAND WENT FROM HOLLYWOOD ACTRESS KATIE HOLMES TO CELEBRITY HAIRSTYLIST ANDREW FITZSIMONS AS ITS BRAND AMBASSADOR. CAN YOU EXPLAIN THE SHIFT?

Grange: Alterna Haircare is a unique brand in that we are multi-channel. We are sold in luxury salons as well as specialty retail stores like Sephora and Ulta. However, the brand’s root is as a professional salon brand, so it is important for us to reinvigorate our focus on the salon professional channel. This is ultimately why we wanted to partner with Andrew. He has the cache of being a successful celebrity hair stylist and is also credible with the salon professional.

WHAT DO YOU HOPE TO ACHIEVE BY WORKING WITH ANDREW?

Grange: We have a lot of exciting projects already. He will play a vital role in expanding our celebrity footprint, developing social media content for stylists and consumers and helping to evolve our education programmes.


Grange says the new tie-up brings consumers back to the brand’s core—a professional salon haircare brand.

ALTERNA IS KNOWN TO WORK WITH FAMOUS PERSONALITIES. HOW DO YOU MAKE THE WORKING RELATIONSHIP WITH THESE PERSONALITIES RELEVANT TO YOUR TARGET AUDIENCE?

Grange: We are very tuned in to the world of pop culture and beauty, and Andrew is at the forefront of those worlds with his A-list clientele. We will be following along closely as he creates the trends appearing on red carpets around the globe,

ANY PERSONAL HAIR TIP THAT YOU CAN SHARE WITH FANS OF THE BRAND?

Grange: Don’t be afraid to try new looks and different styles – you might be surprised at what beauty you’ll discover in yourself.

ARE YOU ALWAYS A FAN OF ALTERNA HAIRCARE AND WHAT ARE YOUR ALL-TIME FAVOURITE ITEMS?

Fitzsimons: Yes – I’ve been a fan of Alterna Haircare for years! I’m a product junkie, so choosing favourites is a little tough, but I’m currently obsessed with Caviar Omega[+] Nourishing Oil (this is an amazing product for shine, moisture and smoothness without added weight), Bamboo Style Dry Shampoo (I love to use dry shampoo to add piece-y texture to the hair) and always Caviar Repair Multi-Vitamin Heat Protection Spray (heat protection is a must!!).


The Caviar Infinite Color Hold line for coloured hair.

THE BRAND ENGAGED TOP HOLLYWOOD ACTRESS KATIE HOLMES PREVIOUSLY. HOW DO YOU FEEL ABOUT FILLING THE SHOES TO BECOME ITS NEW AMBASSADOR?

I’m honoured and excited to be working with Alterna Haircare. We have hit the ground running and are planning some really exciting things!

WHAT ARE THE ULTIMATE TIPS & TRICKS WHEN IT COMES TO #HAIRGOALS?

Your hair is going to look its best when it’s at its healthiest, so it’s important to take care of your hair with the highest quality products. Also, if you are heat styling, it is important to use heat protection – I can’t stress this enough. A regular hair treatment like a mask doesn’t hurt. Healthy, luxurious hair is the ultimate #hairgoals.

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