Alter Ego Italy North America

The formula behind beautiful, reliable color. Alter Ego Italy. Great color is more than the shade in the tube—it's the synergy between col…

The gloss collection literally everyone is talking about. Meet Keep It Glossy, the complete color-refresh ritual designed to enhance refle…

We're creating magic. Press play for the proof. ✨ Every transformation starts with a vision and ends with hair that looks healthier, shinie…

The kind of transformation that brings the SHINE. ✨ KEEP IT GLOSSY by Alter Ego Italy is a demi-permanent oil colour system designed to ref…

Dimensional. Glossy. Fall tones, amplified. 🍂✨ This season, we’re leaning into colour that feels richer, deeper, and impossibly luminous. …

Latte hair, but make it extra creamy. Creamy caramel, toasted beige, and warm, dimensional tones come together for a colour that feels as …

Rich tones. Less time. More possibilities behind the chair. ⏱️✨ Fast Color 10’ by Alter Ego Italy delivers 100% grey coverage in just 10 mi…

FACTS: Alter Ego Italy KEEP IT GLOSSY is more than a gloss. It’s a colorist’s tool for endless possibilities. ✨ Powered by ChromaBridge Tec…

Runway ready. ✨ New look. Improved formulas. Endless possibilities. Meet the all-new STYLEGO by Alter Ego Italy, a multifunctional styling…

There are only a few things you can do in 10 minutes. Flawless grey coverage is now one of them. ⏱️✨ Fast Color 10’ by Alter Ego Italy, pro…

This cherry cola red? Yeah… we’re obsessed. 🍒 Deep cherry. Major shine. Full glam. And when your colour looks this good, you want to keep …

Brunette glossy season is back! 🤎 Think melted chocolate, espresso depth, and ribbons of dimension finished with the kind of shine that ma…

🌺 Take us back to Hawaii. The artistry. The education. The inspiration. The conversations that spark new ideas long after the event is ov…

One stage. One unforgettable vision. Bringing the "Iconic Visions" collection to life during the Alter Ego Italy show in Ecuador last May. …

Blonde, refined to perfection. 🙌 Hair transformations come to life with Keep It Glossy. The final step that perfects tone, enhances dimensi…

Bright, dimensional blonde deserves a finish that looks as polished as the color itself. Finished with LISS Control Spray, this transformati…

Depth, contrast and soft sophistication ☕ MOCHA ESPRESSO is defined by a blend of cool brown, beige and caramel tones that create a refined…

Want your hair to feel like golden hour? 🧡 Warm Halo is the ICONIC VISIONS look that moves with the light: copper-gold tones, soft deconst…

A balayage refresh is all about the details: brighter ribbons, seamless blends, soft dimension, and glossy, healthy-looking hair that grows …

Consider this your scalp reset. The SCALPEGO Detox Ritual begins with Detox Pre-Shampoo, applied directly to a dry or slightly damp scalp an…

Bright, dimensional, beautifully blended and full of shine. And with Alter Ego Italy, there’s a lightener for every blonde vision and every …

Auburn, but make it summer. Warm, dimensional, and full of shine, this makeover brings soft auburn richness into the light with a radiant f…

A bold and contemporary pixie cut 🤎 The chocolate tones of PIXIE CHOCO, created by Creative Director @leonardorizzo_ , emphasize the stre…

Cherry Cola Red. Cowboy Copper. Ruby Red. ❤️‍🔥 We’ll take them ALL. From deep, dimensional reds to fiery coppers and rich, high-shine crim…