Alterna Haircare, a NYC-based provider of “luxury” haircare products such as anti-frizz conditioners and shampoos, received an investment from actress and entrepreneur Katie Holmes.
The amount of the transaction was not discloded.
Launched in 1997 and now led by Joan Malloy, President and CEO, Alterna Haircare says it offers products without harsh chemicals (like sulfates and parabens) and formulated with globally-sourced, often sustainable, and organic ingredients. The company’s products can be found at Sephora and ULTA stores, Sephora.com, ULTA.com, Beauty.com, QVC and high-end salons worldwide.
Alterna is now owned by TSG Consumer Partners.
Ms. Holmes will have a creative role to help the brand continue to grow and expand adoption of its products globally. She will also appear in the Spring 2013 marketing campaign.
The brand’s own e-Commerce site is expected to launch in February 2013.