I’ll be the first to admit I am a sucker for good marketing. If a product’s packaging catches my eye and the messaging hits my radar, I’ll bite. My husband often makes fun of me at the site of a new toothpaste in our bathroom or an exotic chocolate bar in our kitchen because he knows I fell prey shopping somewhere that day. These impulse purchases fill me with hope and excitement but don’t usually lead to brand loyalty.

Except when they do. As in the case of Alterna Haircare, which lured me in with gorgeous photos of its new partner, Katie Holmes, who I’ll always love for 2003’s Pieces of April alone. Katie and her lustrous locks are new co-owners of the luxury brand, which is pure and natural, free of parabens, sulfates, phthalates and other unnatural, unnecessary additives. With Ric Pepino (hair stylist extraordinaire and Heidi Klum’s ex) on board, Alterna is poised to give my other favorite hair care brand a run for its money.

So far, I’ve tried Alterna’s Caviar Anti-Aging Replenishing Moisture Shampoo and conditioner, which are the best sulfate-free duo I’ve tried yet. The shampoo actually achieves a nice lather, which you don’t often find when you go sulfate-free. I also really like the Caviar Anti-Aging Replenishing Moisture Milk spray for an extra conditioning boost.