The story of Alter Ego Italy is the story of a family, a passion and an all-Italian mission, made up of love for details, important raw materials and high quality standards since 1988.

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

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

This is why we develop highly performing products and technologies to enhance our beauty, but at the same time kind with the environment and human beings.