Katie Holmes Invests in Alterna

Alterna Haircare, which is backed by TSG Consumer Partners, said Tuesday that Katie Holmes has invested in the company. Alterna did not disclose how much Holmes invested or how big of a stake she has. Alterna provides “luxury” haircare products such as anti-frizz conditioners and shampoos.


Alterna Haircare announced today its official partnership with actress and entrepreneur Katie Holmes as co-owner and first-ever celebrity spokesperson.

(Photo: http://photos.prnewswire.com/prnh/20130122/NY45670)

“Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon,” says Joan Malloy, President/CEO of Alterna Haircare. “Alterna has been haircare’s ‘best kept secret’ for years, but that is about to change. 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.”

Launched in 1997 and now owned by TSG Consumer Partners, Alterna has been recognized by beauty and industry insiders for cutting-edge, professional formulations that are ‘free of’ harsh chemicals and formulated with globally-sourced, often sustainable, and organic ingredients.

“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,” says Katie. “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.”

Over the course of her multi-year relationship with Alterna, Ms. Holmes will be sharing her creative and consumer insights to help the brand continue to grow and expand its devout consumer following around the world, as well as inspire salon and retail partners.

“In many ways, Katie is the epitome of the beauty and health-conscious, stylish, discerning consumer we hope to reach,” says Malloy. “We are so fortunate to be able to tap into her perspective – not only creatively, but as a busy professional, mother and woman on the go.”

Consumers will get their first glimpse at the partnership with the Spring 2013 integrated marketing campaign, which will appear in March women’s beauty, lifestyle and salon trade publications. This will be the largest ad campaign for the company since its inception; the campaign invites consumers to experience the “transformational” power of Alterna products “after just one use” via product sampling.

“When I first used Alterna, I knew there was something special about their products because of how much healthier, shinier and smoother my hair looked and felt after just one use,” says Katie. “If I had to pick one word to describe what happens to my hair when I use Alterna, it would have to be transformation.”

In support of the campaign, Alterna will be distributing product samples and merchandising materials featuring the campaign image globally across all of Alterna’s distribution channels, including fine salons, specialty beauty retailers (Sephora, Ulta, select Nordstrom, Douglas) and all e-Commerce outlets, including the brand’s own e-Commerce site slated to launch in February 2013.

Regarding the potential for future creative and new product collaborations between Holmes and the brand, Malloy says, “Stay tuned! Katie is now part of the family, and with a great partnership like this, there are no limits.”

Alterna products can be found at Sephora and ULTA stores, Sephora.com, ULTA.com, Beauty.com, QVC and high-end salons worldwide. For more information regarding the Alterna partnership with Katie Holmes as well as new launches from the brand please visit www.alternahaircare.com.

About Alterna Haircare –
Alterna Haircare 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.

About TSG Consumer Partners –
TSG Consumer Partners is a leading strategic equity investor in high-growth consumer brands. Representative past and present partner companies include Alterna, Rebecca Minkoff, vitaminwater, Smashbox Cosmetics, Muscle Milk, PopChips, PureOlogy, Alexis Bittar, Smart Balance and Yard House.