By  on August 13, 2010

Joan Malloy, who became Alterna’s president last August, argues that for years the Los Angeles-based professional hair care brand didn’t broadcast how advanced it was — a problem she is out to rectify with a raft of new initiatives.

“They were very ahead of the curve on ingredient stories, but they didn’t name it and claim it,” she said. “They were the first to apparently coin the phrase, ‘The Science of Skincare for Hair.’ Also, since the late Nineties, they were doing paraben-free, sulfate-free and phthalate-free when no one was even talking about [that] in a luxury formula.”

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