Alterna Haircare named Eloina Torres new director of education and events

Alterna Haircare: named Eloina Torres as the brand’s new director of education and events, the Americas. In her new role, Torres will work closely with the brand’s sales, marketing and innovation teams to create a strategic education curriculum and develop a team of educators. She boasts nearly 20 years of experience behind the chair and 10 years in education. In her most recent position, she served as the national salon educator at Ulta Salons, where she executed class platforms taught to more than 4,000 stylists in more than 800 US salons.

Torres will be instrumental in the activation of Alterna’s curated global artistic team (featuring longtime creative team members Rita Perna-Allor and Nathan Rosenkranz), which will be unveiled in Spring 2016 after two years of development.  

“We are thrilled to welcome Eloina to our best-in-class brand,” said Joan Malloy, Alterna Haircare CEO/president. “We have been working behind the scenes to develop a roster of top stylists for our artistic team.”