Collection: Alter Ego

Alter Ego Italy is an Italian professional house founded in 1988, present in over 60 countries and known for formulas that blend artisanal know-how, natural ingredients and salon performance.

Made entirely in Italy with 90% naturally derived ingredients and recycled plastic packaging, the Alter Ego range covers every professional hair need: high-coverage permanent hair colour (Techno Fruit Color, My Color), precise lightening (BlondeGo), targeted treatments (CureGo) for dry, damaged or unruly hair, scalp care (ScalpeGo), pigmented colour-depositing masks (Passion Color Mask) to revive colour between appointments, and the complete Hasty Too styling line. Every formula is designed for visible results from the very first use, on all hair types.