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Ethical brand ratings and accreditation since 2001

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How ethical is Alterna?

Alterna is a brand of hair care products which has a below-benchmark score on The Good Shopping Guide’s Ethical Shampoo & Conditioner Ratings Table. Although Alterna has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Alterna if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

Find out more about the ethical issues facing the Ethical Shampoo & Conditioner sector.

What does Alterna do?

Alterna is a hair care brand which was founded in 1997 based on the science of skincare. The brand is now owned by Henkel AG & Co. KGaA.

In which areas does Alterna perform poorly?

Alterna gets a bottom score for GM as a statement on its parent company’s website appears to confirm use of GMOs. It also gets a bottom rating for Nuclear Power and Fossil Fuels, as parent company Henkel provides products and services to these industries.

On Henkel’s website, it also confirms that the company does use animal testing when required by law, so Alterna is given a bottom score for Animal Welfare. Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Alterna’s record

Henkel has appeared at the bottom of rankings tables regarding the sustainability and supply chain practices of companies.

In which areas does Alterna score well for its ethics?

We found no criticisms relating to Vegetarian or Irresponsible Marketing so Alterna scores well for these criteria. Henkel has a Sustainability Report 2022 containing lots of targets, so Alterna is given a top score for its Environmental Report.

How can Alterna improve its ethical rating?

The below-benchmark score that Alterna is awarded with on The Good Shopping Guide’s Ethical Shampoo & Conditioner Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, Alterna has some issues to resolve, including its use of animal testing and GMOs. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Alterna some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our ethical mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating