Not long after Jennifer Aniston became a co-owner of haircare company Living Proof, Katie Holmes has just announced a co-owner partnership with Alterna Professional Haircare. Like Aniston’s role with Living Proof, Holmes is expected to star in Alterna’s upcoming advertising campaign as well as provide input and insight on products and brand initiatives. This project continues Holmes’ ventures in the beauty industry; she was also recently named the first celebrity spokesperson for Bobbi Brown cosmetics.
In an interview with WWD, Katie Holmes explained that she applauds Alterna’s use of eco-friendly ingredients and appreciates that the company “stays away from harsh chemicals like sulfates and parabens.” Holmes also claims that Alterna’s products have “transformed” her trademark brown hair. “It’s good for my hair and good for the earth, so I feel good using it,” Holmes explained.
For Alterna, it wasn’t just Katie Holmes’ star status that prompted the partnership. Joan Malloy, president of Alterna Professional Haircare, indicated that it was Holmes’ natural beauty style and accessibility that made her a perfect match with the brand. “Katie is a fashionista, a mother and an entrepreneur. In short, she is our consumer.”
Canadians can currently purchase Alterna haircare products at Sephora, Ulta, and some salons. Look for Katie Holmes’ first advertising campaign with the brand to hit magazines this spring.
