Alterna, a hair-care maker launched in 1997, has developed high-end products that have been embraced by the likes of Jennifer Aniston, whose healthy, stylish hairdo became quite the "to do" in the 1990s. Alterna has made a name for itself through its progressive lines, such as Enzymetherapy, Color Hold, and The Science of Ten (which includes 10 ingredients from sources worldwide). It also boasts Caviar, Life, and Luxury lines, as well as a Hemp hair-care line and Private Reserve white-truffle oil shampoo and conditioner. Alterna's products are sold in specialty stores, as well as at retailers Ulta and Beauty Store & Salon. The company is owned by TSG Consumer Partners.