Katie Holmes has your beauty routine covered.
Never heard of the brand? You’re not alone. “Alterna has been haircare’s ‘best kept secret’ for years,” Joan Malloy, the company’s president and CEO, says in a statement. “But that is about to change. We’re confident that adding Katie’s natural beauty, gorgeous hair and creative instincts to our state-of-the-art, results-driven haircare collection will be a game-changing combination.”
According to a release, the plan is for Holmes to help the brand grow worldwide — particularly in salons and retail stores. She’ll also appear in ads in March 2013 women’s beauty, lifestyle and salon trade magazines.
“I’m really proud to be a part of this company — not only because the products are incredible, but because their ‘accessible luxury’ and ‘free of’ philosophy really speaks to me,” Holmes says of the eco-conscious brand. “It’s good for my hair and good for the earth, so I feel good using it.”
The brand feels good about using her, too, especially as she’s transformed this year from Tom Cruise‘s wife into big city girl. “Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon,” Malloy says.
If you want to try the goods for yourself, they’re available at Sephora.com, ULTA.com, beauty.com and QVC.com. According to the brand, Holmes’s favorite products include caviar anti-aging moisture shampoo and conditioner and bamboo dry shampoo. Tell us: Do you like the idea of Holmes promoting a haircare company?