Alter Ego

The Techno fruit Color formula is enriched with a keratin diffusion system based on Garcinia Mangostana, a powerful antioxidant, coconut oil, cotton, and honey to nourish and give elasticity to the hair, and keratin to repair, protect, and strengthen.

• The creamy and conditioned texture is easy to mix and apply for precise and safe results.
• Cosmetic results with extraordinary shine.
• Optimal color hold for a long-lasting result.
• 100% coverage of gray hair.
• Precise and reliable colors for all tones.
• Simple and quick mixing and application thanks to the conditioning texture.

A formula enriched with next-generation carrier substances capable of accelerating pigment penetration inside the hair, without creating overload, while ensuring brightness, uniform color, and absolute fidelity of the color result.

• Coverage of gray hair up to 100%
• No pigment overload
• Extreme brightness
• Delicate fragrance with floral notes
• With AMMONIA
• Vegan Friendly

Improves the application of cream color Maintains the initial volume unchanged even after some time

• Alter Ego cream coactivator oxidant - Available in different volumes of hydrogen peroxide
• Enriched with mangosteen (Garcinia Mangostana)
• Easy-to-mix cream formula
• Enhances the result of coloring or bleaching
• For a consistent and uniform application

The Techno fruit Color formula is enriched with a keratin diffusion system based on Garcinia Mangostana, a powerful antioxidant, coconut oil, cotton, and honey to nourish and give elasticity to the hair, and keratin to repair, protect, and strengthen.

• The creamy and conditioned texture is easy to mix and apply for precise and safe results.
• Cosmetic results with extraordinary shine.
• Optimal color hold for a long-lasting result.
• 100% coverage of gray hair.
• Precise and reliable colors for all tones.
• Simple and quick mixing and application thanks to the conditi texture

Progressive and balanced lightening action. Neutralizes unwanted underlying warm tones. Gentle formula made with certified Inca oil and Active Shine. Ammonia-free for excellent scalp comfort and complete respect for the hair’s structure.

A permanent ammonia-free, PPD-free hair color with a specific anti-aging action to meet the growing demand for gentle coloring.

• Covers 100% of gray hair
• Protects the hair fiber
• High level of cosmetic quality
• Beautiful colors, true to the color chart
• Infinite possibilities for a coloring service
• Personalized and creative
• Delicate fragrance
• Intense and vibrant colors
• Reliable coloring results
• High lightening level (up to 4 tones)
• Maximum customization

The anti-yellowing neutralizing shampoo gently cleanses and effectively fights unwanted yellow tones, enhancing hair radiance and promoting long-lasting shine. Hair is silky, easy to style, and soft to the touch.

Apply to the scalp and wet hair, massage and leave on for 3 to 5 minutes, then rinse. It is recommended to wear suitable gloves.

The Passion Color Mask line includes Alter Ego Italy's colored masks, 

• To revive the Color
• To prolong the cosmetic Color
• Conditioning and detangling action
• Soft and shiny hair
• Enriched with vitamin E and Inca oil

Smooths and tames, even the most difficult textures

• Effective anti-frizz action in high humidity conditions
• Nourishes, restores vitality and elasticity, conditions and hydrates.
• Leaves hair easy to manage
• Priceless heat-resistant action

Whether to amplify, harmonize, or correct a colour, you will always achieve a flawless, vibrant, and intense result. No matter your creativity and the desired outcome, the Boosters are compatible with all Alter Ego shades.

• Free of ammonia and PPD, they contain fruit extracts (apple, blueberry, and pomegranate) that protect and extend the intensity of your creation while leaving the hair soft and silky to the touch.

Coloring masks. - Size: 250 mL

Passion Color Mask is the direct coloring range from Beauty & Kindness that protects and colors the hair to enhance, intensify, and experiment. This product is a concentrate of ingredients with revitalizing and illuminating properties. Its formula preserves the hair’s structure, improving its appearance and giving it radiant highlights, shine, and extreme softness. All Passion Color Mask products can be combined with each other and allow the creation of an infinite palette of shades to meet all needs.

• Ideal for levels 4 to 10.
• Nourishing coloring treatment.
• Preserves the hair’s structure, improves its appearance, gives vibrant highlights, shine, and softness.
• Vegan formula.
• 96% ingredients of natural origin. 80% biodegradable.

Use:

1. After washing the hair with the most suitable Alter Ego Italy shampoo, towel dry the hair and put on gloves.
2. Apply evenly on the lengths and ends and leave on for 3 to 15 minutes, depending on the chosen service and desired result.
3. Rinse thoroughly.

Dust-free grey bleaching powder for intense and precise lightening techniques up to 9 levels. benefits:

• Creamy texture
• Ensures high neutralization of unwanted tones
• Enriched with Pro Light System
• Maximum respect for hair structure
• Fast lightening up to 5 levels in 30 minutes
• High-performance lightening up to 9 levels in 60 minutes

The Techno fruit Color formula is enriched with a keratin diffusion system based on Garcinia Mangostana, a powerful antioxidant, coconut oil, cotton, and honey to nourish and give elasticity to the hair, and keratin to repair, protect, and strengthen.

• The creamy and conditioned texture is easy to mix and apply for precise and safe results.
• Cosmetic results with extraordinary shine.
• Optimal color hold for a long-lasting result.
• 100% coverage of gray hair.
• Precise and reliable colors for all tones.
• Simple and quick mixing and application thanks to the conditioning texture.

It is a lightening cream for colored hair, ideal for use on levels 4 >> 8-Lightens colored hair up to 3 levels while fully respecting the hair structure.

• Controlled and gradual lightening up to 3 levels
• Customizes colors with interesting multidimensional lightening effects without having to bleach or tone.
• Progressive and controlled lightening action
• Allows more versatile management of technical services in the salon

• Suitable for all lightening methods and makeup removal
• Counters unwanted yellow tones
• Easy to blend with the Coactivator Cream
• Lightens hair up to 7 shades

The Pure Toner No Lift are a true breakthrough in the salon.

• Unique creations
• Provide a balanced toning effect on naturally fair, bleached, or lightened hair.
• Neutralize unwanted warm tones.
• Enhance the brightness of the colour.

Leave-in conditioning foam with a light and creamy texture. It moisturizes the hair, giving it shine and softness.

HOW TO USE:
Shake the product well, dispense the desired amount onto washed and towel-dried hair while holding the product upside down. Massage until fully absorbed. Proceed with styling.

Dust-free lightening powder, ideal for freehand lightening techniques up to 7 levels.

•  Versatile formula
• Enriched with Clay and Pro Light System
• Easy to mix
• Elastic texture
• Maximum precision and adherence during application on hair
• Respect for hair structure
• Precision and efficiency

It is a product very similar to the super lightener, but slightly more basic and free of coloring pigments

• It is particularly suitable for creating partial lightening effects on lengths already treated with a cosmetic dye
• Excellent makeup remover product for lengths weighed down by slight pigment overloads
• Lightens hair up to 3 levels, creating a color base that may not require a Toner/shade
• Due to its particular alkalinity, it should not be applied to the skin 
• The maximum application time is 50 minutes

Urban Proof shampoo is a detoxifying and purifying carbon shampoo, designed to counteract urban environmental pollutants such as heavy metals and fine dust that come into contact with our hair every day, settling on the fiber. It acts as a purifier, absorbing impurities, excess sebum, and smog like a magnet.

• Ideal for all hair types, especially stressed and impure hair
• Detoxifying and anti-pollution action
• Black creamy texture
• Cleanses and purifies deeply
• Urban Shield Technology
• With 100% natural bamboo charcoal
• Absorbs impurities like a "magnet"

The shades express their full potential on light bases (base 9-10), but also on medium intensity tones (base 6-7-8)

• Ensures exceptional shine and preserves the intensity of the cosmetic color
• Long-lasting effect over time * (more than 10 shampoos)
• Allows to create infinite color blends, easy to make for a creative and fast service
• Immediately visible result

Formulated with a violet pigment, it intensifies the natural and cosmetic color of the hair by neutralizing unwanted yellow tones. Hydrates and nourishes the hair, leaving it light, silky, and luminous.

Distribute evenly on the lengths and ends then gently massage. Leave on for 3 to 5 minutes, then rinse. It is recommended to wear suitable gloves.

Rich and creamy shampoo, ideal for washing and protecting cosmetic hair dyes

Apply to the scalp and wet hair with a gentle massage, then rinse. Repeat if necessary.

• Based on citric acid
• Lowers the pH of the mixture to modify the coloring shade
• Allows transforming the Technofruit Color coloring cream into a tone-on-tone effect cream
• Perfect for achieving a wide range of customized shades
• Makes hair shine with a radiant and luminous finish
• Can also be used to revive a natural Color

Touch-up spray, made in 4 different shades, designed to hide regrowth and allow the customer to enjoy their colour for longer

• Perfect coverage of grey/white hair
• Helps maintain the colour, as it extends the colour’s duration
• Dries quickly so your hair is always flawless
• Up to 25 uses

This hairspray amplifies volume and coats the hair, giving it exceptional body and elasticity.

• Strong hold and quick drying
• Suitable for all lengths and textures
• Spray on damp hair from about 10 cm away and dry to achieve optimal volume
• Apply on dry hair to set and immortalize runway-worthy styles
• Light oriental and spicy fragrance

Anti-yellowing mousse for blonde, gray, bleached, natural, colored, and bleached hair. Rich in violet pigments, it neutralizes unwanted yellow tones without weighing hair down, leaving it soft and silky.

Apply to damp lengths and ends. Leave on for 1 to 3 minutes on platinum blonde hair; 3 to 5 minutes on golden blonde hair, then rinse. It is recommended to wear suitable gloves.

• Enriched with a blend of sugars and amino acids capable of restructuring and respecting the hair's structure.