Professional Hair Care · Made in Italy
Alter Ego Italy
Rooted in Italian artistry and modern science. Every formula is crafted with sustainably sourced botanicals — completely free from PPG, PEG's, Sulfates, Petroleum, Parabens, and Synthetic Fragrances.
Professional Color
428 products
Technofruit Color
Award-winning permanent hair color with vibrant, long-lasting results across 10 levels and dozens of tones. Keratin-infused gel delivery for superior coverage.
FAST Color 10'
Express professional color in just 10 minutes. Same Technofruit quality, fraction of the processing time.
Developers
Coactivator Cream oxidizing developers in 5, 10, 20, 30, and 40 volume for all Alter Ego color services.
Utilities
Technofruit Colour Transformer, Creative Changer, Len'Oil, Stain Remover, Skin Barrier, and Prepare Treatment — essential professional tools for color services.
Lightening & Protection
81 products
Creative Color
48 products
Care & Treatment
140 products
CureEgo
Targeted scalp and hair repair treatments.
ChromEgo
Care for color-treated and highlighted hair.
Urban Proof
Daily defense against pollution and environmental stress.
ScalpEgo
Professional scalp health solutions.
She Wonder
Restorative care with natural botanicals.
Filler Collection
Hyaluronic acid repair for damaged hair.
Styling
36 products
Wholesale Pricing for Salon Professionals
We are an authorized distributor offering professional wholesale pricing for salons and licensed stylists. Simply place your order and receive a clean invoice you can pay online with a click — at your exclusive pro pricing. Stock your salon, resell tools at retail to your clients, or we can even ship directly to your customer on your behalf.