For 30 years, AlterEgo Italy has been providing the hairdressing world with an innovative and diverse range of professional hair products, offering an extensive salon service menu and full retail ranges. We pride ourselves on our investment in to product development, world-class training and brand support which allows us to create strong partnerships with like minded salons, helping to elevate their position in the marketplace.

Why Choose AlterEgo?

  • - Salon Exclusive to offer you, the hairdresser, the upmost in professional service and support
  • - Expert hands and creative minds combine to create a continually growing and evolving brand
  • - Research and development team work closely with expert educators to create the highest performing products using leading edge technological formulas
  • - Innovative products to help make your job more fun and flexible

About the Products

Technofruit Colour

  • - Permanent Hair Colour with Keratin Delivery System and enriched with Garcinia Mangosteen
  • - 122 shades to choose from
  • - 4 synergistic developers
  • - Precise and predictable high definition colour results
  • - Reliable true to tone results
  • - High conditioning and anti-ageing action
  • - Maximum colour retention
  • - Smooth and protected external hair surface
  • - Extraordinary shine
  • - 100% white hair coverage
  • - Ultimate scalp comfort
  • - Rich texture ensures ease of mixing

BlondeEgo (formerly Be Blonde)

  • - Complete system for Natural blonde, Lightened or Bleached Hair needs
  • - 3 Bleaches providing upto 7 levels lift
  • - 5 Highlift`s offering 5 levels lift on natural hair
  • - Unique cosmetic colour lifter
  • - 7 Ultra pure tone options to neutralising and persona
  • - Full in salon and home Blonde maintenance system
  • - Ultimate scalp comfort
  • - Fully reflective tones

Just Colour

  • - Pure Direct Colour
  • - Endless creativity
  • - Next generation colour pigments
  • - Instant visible results
  • - Alcohol free gel formula
  • - Oxidant free Acid based, No mixing required, ready to use
  • - 8 intermixable intense colours
  • - 1 Clear to create pastels and personalised colours
  • - Prepare base spray to ensure longer lasting results and even results root to tip


  • - In salon technical products to help the colourist in their creativity
  • - pH Changer to create Demi or Tone on Tone colours from your Permanent colour cream
  • - Creative Changer to enable full creativity without the use of foils/meche
  • - LenOil alleviates itching from irritated, dry and sensitive skin during the colouring process
  • - Stain Remover effectively removes excess colour spots from the skin immediately after the colouring service
  • - Skin Protector creates a protective barrier between the skin and Colour to prevent staining


  • - Fortifying system for all professional technical services
  • - 3 in salon steps to protect from chemical services
  • - Paraben free
  • - Protects and strengthens the hair structure, restoring elasticity and strength
  • - Keravis Bond Technology = Internally strengthens, Externally protects and hydrates
  • - No change to regular colour routine


  • - Progressive frizz control treatment
  • - Long lasting smooth effect
  • - Reduces volume, tames unruly hair, improves visual beauty of hair, eases brushing and styling, maintains maximum moisture and shine
  • - Formaldehyde, paraben and sulphate free,
  • - K3 Technology = Provides strength and shine, improves surface and fibre alignment to increase smoothness, next generation keratin gives maximum conditioning to cortex and cuticle

Passion Colour Mask

  • - Pigmented condition treatment
  • - 15 shades
  • - Ready to use
  • - INCA oil rich in omega 3 restores elasticity whilst enhancing shine
  • - Refreshes and enhances existing colour
  • - Natural, Vibrant or Pastel results


  • - Complete in salon or retail range for fine, thick, coloured or sun exposed hair
  • - Essential oils, Proteins and Amino Acids are balanced to offer the most beneficial care to the correct hair type
  • - Eco-certified ingrdients
  • - Organic ingredients
  • - Sensorial textures and delicate fragrances

Hasty Too

  • - Complete fashion inspired styling range to create any hairstyle
  • - Designed to satisfy every styling need
  • - Runway, Create & Texturise, Thickening & Volumising
  • - Retail, Travel and salon sizes


  • - Professional in salon treatment with home maintenance
  • - For Limp, lifeless, overprocessed , heat damaged or mature hair
  • - 6 actions, Replumps – Hydrates – Strengthens – Corrects – Enahnces shine – Adds bounce
  • - 3 step in salon, 30 minutes treatment
  • - Homecare Shampoo and Conditioner


  • - Complete hair, body and beard/shaving collection
  • - Based around essential oils
  • - The answer each mans personal daily rituals
  • - Retail and in salon sizes

Your Questions Answered

Do we test on animals?

No never, all our products are produced to a safe stage to be able to test on real hair.

What Quality control do we follow?

All products and ingredients down to and including raw materials comply to strict EU legislations and follow EU and International industry standards.

Do you have to skin test?

YES, skin testing should be carried out 48hours prior to all colouring services, even if having regular colour services. (for more information on how to skin test please email

Do you have to use AlterEgo developer with the colour?

YES, its always advised to use the same brand developer with your colours as this is what has been tested to be safe and to give optimum results.

Follow AlterEgo on Social Media

Facebook /alteregouks2

Instagram @alteregouks2