Established in 1988, the history of Alter Ego Italy is the story of a family, a passion, and a mission.

An exquisitely Italian story, made of love for details, valuable raw materials, and high quality standards.

A Story of reliability, with no compromises.

Italian owned and operated, Alter Ego prides itself on high-quality manufacturing and production that is 100% fulfilled in-house where our commitment to developing the highest quality products is always at the forefront.

Alter Ego Italy offers a complete portfolio of salon exclusive professional and technical products dedicated to the art of the hairstylist. Product categories include color, lightening, texture, hair and scalp care, and more.

Alter Ego Italy is also committed to providing strong educational support and a training curriculum for all levels of stylist or salon.

Alter Ego is more than a product line. It’s culture, a passion, and a love for all things beautiful and kind.