Katie Holmes is delving a little more deeply into the beauty industry.
Come February, the 34-year-old actress, who was named the first face of Bobbi Brown Cosmetics in the fall, will serve as spokeswoman and co-owner of hair company Alterna. As per the multiyear deal, Holmes will be featured in Alterna’s first print advertising campaign, which will roll out on the brand’s e-commerce site, launching mid-February, then to March consumer magazines. She will also provide the brand with input and insight on upcoming products and initiatives.
“Being an actress who emotes natural luxury and individuality and accessibility, this was the perfect opportunity for us to come together,” said Joan Malloy, president of Alterna Professional Haircare, adding that Holmes will also be utilized digitally and through social media. “Katie is a fashionista, a mother and an entrepreneur. In short, she is our consumer.”
For Holmes, the partnership was mutually beneficial. “I love that Alterna uses natural and organic ingredients and stays away from harsh chemicals like sulfates and parabens,” Holmes told WWD on Thursday. “It’s good for my hair and good for the earth, so I feel good using it.”
Additionally, Holmes said her healthy brunette locks have Alterna products to thank. “Alterna products have transformed my hair,” said Holmes, naming the Caviar and Bamboo lines as favorites. “I like to keep it simple. When it comes to hair, great style should be sustainable. Using the right products means you don’t have work as hard to look and feel your best.”
According to Malloy, what prompted the partnership was a recent article she read regarding Holmes’ personal and professional reinvention on the East Coast. “The article inspired me and got me thinking about Katie and how she was so synonymous with how I think of Alterna,” said Malloy, adding that Alterna’s headquarters (like its muse) moved from Los Angeles to New York in 2012. “Like her, this is a brand that has been very much around, but hiding in plain sight.”
Additionally, Malloy said, both Holmes and Alterna are in growth mode. “This is the year of transformation, not only a physical move but also our ability to claim our position in the marketplace,” said Malloy. “Katie is certainly allowing us a platform to deliver that message.”
According to Brian Krumrei, managing director and partner at TSG Consumer Partners, the brand — which is sold in Sephora, Ulta, salons and, most recently, on QVC, has been seeing sales increases for the past three years. “Business has been growing double digits every year since Joan and the current executive team came on board [in 2009],” said Krumrei, adding that Alterna has also recently expanded into Sephora Mexico, Singapore and Malaysia, and will soon be opening Brazil and India. “The business this year will have roughly doubled over the last three years.”
Although he would not comment on financials, industry sources believe the brand is approaching $100 million in retail sales, a number expected to increase by $15 million to $20 million in the next year.
Looking to the future, Malloy said the brand is working on a number of new launches, to be unveiled in early spring. Although she would not reveal details, Malloy hinted at the possibility of potential limited-edition accessories, created in partnership with Holmes’ fashion label, Holmes & Yang, to benefit charity.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews