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NEW: Alter Ego Retail
Alter Ego Italy celebrates the beauty of every type of hair, natural or coloured, with the new EGOLINE range: high-performance and sustainable treatments that make use of the most innovative formulation technologies to address specific needs of scalp, lengths and colour in keeping with the Beauty & Kindness philosophy.
Inspired by Nature.
Empowered by Science.
The new Egoline range uses old fermentation processes to maximise the use of natural active ingredients such as Walnuts, Oats and Rice to ensure these ingredients are used to their fullest potential, eliminating waste. They are rich in antioxidants, amino acids and proteins, which promote healthy hair and prevent dehydration. The formulas, enriched with essence of vine from the Italian Emilian hills, give the hair shine and elasticity.