Alter Ego Italy— Professional —

Professional Hair Care · For Licensed Stylists

Alter Ego Italy, Pro Edition

Italian-made colour, lightening, and care formulated for the chair. Available exclusively to licensed stylists and beauty professionals across the Rocky Mountain Region.

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Free from PPG, PEGs, Sulfates, Petroleum, Parabens, and Synthetic Fragrances. Made with Kindness in Italy.

Section 01

Professional Color


Technofruit Color
Award-winning permanent hair colour with vibrant, long-lasting results across 10 levels and dozens of tones. Keratin-infused gel delivery for superior coverage.
116 shadesShop
Fast Color 10'
10-minute permanent colour. The grey-coverage workhorse for high-turnover days at the chair.
23 shadesShop
Utilities
The utility shelf — developers, activators, ammonia-free boosters, retouch sticks, and the supporting lineup.
62 SKUsShop
Section 02

Lightening & Protection


BlondEgo
The lightening system designed for blondes. Balayage clays, lifting creams, toners, and the Blonde Maintain shampoo lineup.
28 SKUsShop
EgoBond
Bond builder used during and after lightening service to protect integrity and lock in shine.
6 SKUsShop
Section 03

Creative Color


Just Color
Direct dye on a conditioning base. For vivids, pastels, fashion shades, and toner work.
13 shadesShop
Passion Color Mask
Semi-permanent colour mask. Pro size for the salon, retail size for the home — both live here.
21 SKUsShop
Section 04

Care & Treatment


Chromego
Colour-care shampoo and conditioner system that protects tone between services.
9 SKUsShop
Cureego
Restorative care including the hero treatment regimen for damaged and over-processed hair.
8 SKUsShop
Urban Proof
Daily-defense and anti-pollution range built for life in the city.
7 SKUsShop
She Wonder
Keratin smoothing service for in-salon transformation work.
4 SKUsShop
Scalpego
Scalp-care line for sensitivity, balance, and density support.
4 SKUsShop
Plasmante Pro
In-salon plasma treatment. Limited distribution — confirm availability at order.
3 SKUsShop
Section 05

Styling


Shapego
Styling and finishing range — the in-salon and retail-friendly closer for blow-outs and creative work.
5 SKUsShop

Or browse the full pro catalogue

All 310 Professional Products