The personal life of Katie Holmes might be marked by challenges, but when it comes to her business ventures, things are definitely going smoothly. The Bobbi Brown gig was just the beginning. The star is on a roll as she is becoming involved even more deeply with the beauty industry. The actress is cashing in on her good looks once again as she just signed a sweet deal with hair company Alterna. Unlike many celebs who just take these gigs for a short time, Holmes does more than a half-hearted endorsment for Alterna. She also became co-owner for the label. If this isn’t truthful endorsement, we don’t know what is.

The new 2013 Alterna spokeperson revealed how she got hooked with the brand’s products: “I love that Alterna uses natural and organic ingredients and stays away from harsh chemicals like sulfates and parabens. It’s good for my hair and good for the earth, so I feel good using it,” she told and went on to emphasize how the brand helped her get those gorgeous locks of hers: “Alterna products have transformed my hair. 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 work as hard to look and feel your best.”

Katie Holmes Named New Face of Alterna Haircare

Like in any mutually beneficial business, Joan Malloy, president of Alterna Professional Haircare also took time to highlight the multitude of amazing qualities that recommend the star as brand ambassador: “Katie is a fashionista, a mother and an entrepreneur. In short, she is our consumer. Being an actress who emotes natural luxury and individuality and accessibility, this was the perfect opportunity for us to come together.”

We will get the chance to see more of Katie starting with mid February when the campaign will be launched on the brand’s e-commerce site. Avid beauty magazine readers will get the chance to see her starting with March. We will also get to see the star’s influence on the company’s products later on as she will also give input on upcoming products. Judging by the first ads, it will be worth the wait.

Katie Holmes Named New Face of Alterna Haircare

Source and Photos: WWD