Katie Holmes Buys into Alterna

Katie Holmes liked Alterna so much, she bought the company—well, a piece of it, anyway. Beginning next month, the the 34-year-old actress, will serve as spokeswoman and co-owner of the hair company.


According to terms of 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 new products and marketing initiatives.


The move is just the latest beauty move for Holmes. Earlier, she signed on to be the face of Bobbi Brown. Industry sources say Alterna’s annual sales are approaching $100 million at retail.