In Alter Ego Italy we bring together two important choices for the professional salon: effectiveness and kindness, performance and sustainability. A vision that responds to the needs of the contemporary adult woman, who wants to be beautiful and sophisticated, but who at the same time feels the urgency of a greener life.

We are moving in an increasingly sustainable research direction, where the aspiration for beauty becomes inseparable from attention to the environment and people.

Available in: IL


Product efficacy. Our products are studied one by one to offer impeccable results, respecting the hair and the skin.

Pay attention to trends.  Constant research and study of international trends are the cardinal principles that inspire the Alter Ego Italy Collections every year.

Creativity. We help our hairdressers to add their precious creative contribution to every job they perform, offering high-performance and innovative products, capable of achieving excellent results, indulging everyone’s creative style.

Personality. Our fashion proposals and the range of Alter Ego Italy colors bring together a wide range of possibilities, to allow every woman to recognize herself and get in touch with the best part of her.


Create products that respect the environment. For all our treatment products, we research technologies that reduce water consumption during the rinsing phase. All our packaging is made from recycled plastic and FSC certified paper.

Be kind to your scalp and hair. Our products are effective without being aggressive. They do not contain sulphates, parabens, petrolatum and are all nickel, chromium, cobalt and dermatologically tested.

Use more natural ingredients. Our treatment lines contain high percentages of naturalness thanks to the constant search for functional active ingredients and new ingredients of natural origin.