Alterna Professional Haircare Appoints Joan Malloy As President

ALTERNA PROFESSIONAL HAIRCARE APPOINTS JOAN MALLOY AS PRESIDENT

BEVERLY HILLS, CA, August 31st, 2009 -- Alterna Professional Haircare, creator and global distributor of groundbreaking fine hair care products, today announced the appointment of Joan Malloy, a beauty industry veteran, as President.

(Image of Joan Malloy - courtesy of Alterna Professional Haircare - All Rights Reserved).

Most recently, Ms. Malloy was Senior Vice President of Marketing for prestige hair care brand Fekkai.

Ms. Malloy has extensive management, marketing, and product development experience in the beauty industry, having previously held executive positions at Estée Lauder, Lancôme, and John Frieda.

"Alterna has been a pioneer in the hair care industry, and its products are known for their innovation and high-quality formulas. I look forward to being part of a company that has such a creative, well-respected brand," said Ms. Malloy.

"Joan brings over 20 years of experience in the beauty industry and we are very pleased to have her join the Alterna team," said Brian Krumrei, a member of the Board of Directors and a Principal with TSG Consumer Partners.

"She is a very talented and dynamic leader whose strategic vision and innovative thinking will be instrumental in helping to further grow the Alterna brand in the US and internationally."

Ms. Malloy succeeds Paul Johnson, who had been President of Alterna since 2005, and who will remain a consultant to Alterna while pursuing opportunities with affiliate companies.

About Alterna Professional Haircare

Alterna Professional Haircare creates groundbreaking formulas that set the industry standard for the finest hair care products in the world. We continue to shape the future by staying one step ahead of technology, by capturing the essence of indulgence, and most of all, by taking imaginative leaps to give our customers not what we think they want, but what they never imagined possible.

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