Step 1 of the B.Toxkare system, this prepping shampoo offers a ‘Soft Peel’ action that deep cleanses to remove impurities and styling build-up.

Step 3 of the B.Toxkare System, has a weightless densifying action that restores elasticity to guarantee weightless hydration and a healthier external structure.

An intensive anti-aging eye cream with hyaluronic acid.

B.Toxkare Spatula

Delivers weightless newfound youthful body and bounce.

Formulated to gently cleanse hair, it restores weightless elasticity and body.

Gently cleanses restoring body and brilliance even on fine and porous structures.

Conditioning color treatment enhance color intensity and tone on natural, colored and bleached hair.

Restores incredible brilliance and leaves hair silky soft, strong and healthy.

Restores incredible brilliance, leaves hair easy to comb.

Toner Cream for naturally blonde, bleached or lightened hair. Delicate formula with eco-certified Inca Oil.

Hi-lift permanent coloring cream. Diamond-shine technology represents the perfect balanced fusion between science and nature.

Creative toning with a pastel effect.

The “Crystal-Clear” formula lifts up to 3 levels without modifying the tone character.

Cream formula lifts up to 7 levels, provides maximum control and is easy to use with all lifting techniques.

Permanent color that empowers professional colorists with proven high performance results to increase the success of in-salon services.

For maximum color performance and long-lasting color results.

Permanent color that empowers professional colorists with proven high performance results to increase the success of in-salon services.

Change permanent colors to an acid tone-on-tone color, demi-color and toner with this exclusive PH Changer!

Professional thickener for creative coloring techniques.

A rich treatment of essential oils with a protective and soothing action. Applied before dyes or technical services to help protect the scalp.

Get your clients ready for travel with this Mini Size Display!

Create full, intense, brilliant shades with these ammonia free boosters.

Exclusive formula with Urban Shield Technology and Activated Vegetal Charcoal gently cleanses all types of hair, leaving it light, shiny and clean longer.

Its sophisticated notes and light and imperceptible texture envelop the hair and the skin, leaving them pleasantly scented and protected.

​Zero-dust bleaching powder, ideal for freehand lightening techniques up to 7 levels.

BeBlonde is now BlondEgo! A new frontier of lightening from Alter Ego!

​Illuminating, frequent use no-yellow maintaining shampoo ideal for bleached, lightened, blonde, white and gray colored hair.

Zero-dust gray bleaching powder for intense and precise lightening techniques up to 9 levels.

Zero-dust bleaching powder allows for lightening up to 7 levels.

Direct Colouring Gel for hair with an acid ph without oxidation and without ammonia.

New Just Color brochure

New Just Color swatches

Treat the scalp and hair with an energizing boost that helps combat hair loss! Save 28%

Step 2 of the B.Toxkare System, for soft, radiant, healthy younger looking hair.

Stock up and Save on your Miracle Care Favorites!

Protect your blonde with the NEW Silver Maintain line! Save 30%

Protect your blonde with the NEW Silver Maintain line, neutralizes unwanted yellow tones for up to 5 weeks!

Formulated with violet pigment to neutralize any unwanted yellow shade while nourishing and softening hair in depth.

The limited edition summer beauty ritual! Save 28%

Protect your color, smooth the hair fiber with this lightweight conditioner formulated for color-treated hair.

Gently cleanses hair while providing protection for color, keeping it vibrant longer.

Deeply nourishes the hair fiber, preventing color from fading.

Formulated to protect your hair and hair color all day long.

Leave-in brightening treatment to control rebellious hair.

Get smooth, shiny and soft hair with this intensive treatment lotion.

Silk-effect shampoo that nourishes and tames even the most difficult hair.

Intensive conditioning treatment for both natural and treated hair.

Beautifying oil treatment for hair.

Special cream formula for full-head lightening to guarantee maximum scalp comfort and full respect of the hair structure.

Illuminating, frequent use no-yellow maintaining shampoo ideal for bleached, lightened, blonde, white and gray colored hair.

Frequent use shampoo that offers long-lasting body and volume.

Restores volume to the roots

A leave-in treatment that repairs and prevents split ends

Restructuring cream for treated and damaged hair

An intensive shampoo for dry, damaged, brittle hair

A restructuring line for weak, damaged and brittle hair. Save 21%

NEW 300ml retail size. Save 24%

Dedicated to fine and flat hair. Save 25%

For visibly fuller, healthier and stronger hair. Save 14%

Get free travel sizes! Save 27%

Get a free Whipped Cream! Save 25%

Get a free Blend Oil! Save 31%

Dedicated to curly hair. Save 18%