30 November 2021

Alterna Haircare names New Director of Education and Events, The Americas

Alterna Haircare, a leader in professional luxury haircare, is thrilled to welcome Eloina Torres as the brand’s new Director of Education and Events, The Americas.

In her new role, Torres will work closely with the brand’s sales, marketing and innovation teams to create a strategic education curriculum and develop a team of educators. With the launch of 12 new products free of parabens, sulfates, phthalates and other harsh additives by the end of 2015, Alterna Haircare is putting renewed emphasis on education throughout the Americas.   

I am incredibly proud to be part of the Alterna Haircare team,” said Torres. “While I have already hit the ground running preparing for Alterna’s many upcoming innovations, I’m so excited to get to know our talented stylists and help each and every one of them achieve their goals through our programs.”

Torres boasts nearly 20 years’ experience behind the chair and 10 years in education. In her most recent position, she served as the National Salon Educator at ULTA Salons, where she developed and executed class platforms taught to more than 4,000 stylists in over 800 salons throughout the U.S.

We are thrilled to welcome Eloina to our best-in-class brand,” said Joan Malloy, Alterna Haircare CEO/President. “We have been working behind the scenes to develop a roster of top stylists for our artistic team, who will take advantage of global education opportunities previously reserved for one or two creative team members, and we are so excited for Eloina to put this team into action.”

Torres will be instrumental in the activation of Alterna’s curated global artistic team (featuring longtime creative team members Rita Perna-Allor and Nathan Rosenkranz), which will be unveiled in Spring 2016 after two years of development.


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