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Katie Holmes is the new spokesperson and co-owner of the Alterna haircare company.
The 34-year-old brunette will appear in the luxury brand's first print advertising campaign coming in February this year.
Katie explained her reasons for delving into the beauty business by teaming up with Alterna.
"I love that Alterna uses natural and organic ingredients and stays away from harsh chemicals like sulphates and parabens," Katie told WWD. "It's good for my hair and good for the earth, so I feel good using it."
As co-owner of the brand she will also be providing input and insight on upcoming products and initiatives. Katie named the Caviar and Bamboo haircare collections as her favourite lines from the sustainable product manufacturer's professional range.
"Alterna products have transformed my hair," Katie confessed.
"I like to keep it simple. When it comes to hair, great style should be sustainable. Using the right products means you don't have to work as hard to look and feel your best."
This is the second major beauty advertising campaign Katie will be appearing in this spring, following the actress' recent appointment to promote Bobbi Brown as the face of their Spring 2013 line. In an official statement for the make-up brand, Katie mentioned that she had been using their products for a long time and that she was a fan of the range.
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