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Katie Holmes Is the New Face and Co-Owner of Alterna

Katie Holmes Enters a Business Deal With Alterna

Katie Holmes has inked yet another beauty deal, this time with hair brand Alterna. Last year, she began a partnership with Bobbi Brown Cosmetics. However, her new role will not only include being the face of the brand in advertising campaigns, but also as co-owner, she'll have a voice in product development. "I love that Alterna uses natural and organic ingredients and stays away from harsh chemicals like sulfates and parabens," Katie told WWD. "It's good for my hair and good for the earth, so I feel good using it."

In the future, Katie's new role might merge with her fashion endeavor Holmes & Yang. Alterna representatives teased the possibility of a limited-edition accessories project. Katie isn't the first actress to break into the business side of beauty. Jennifer Aniston recently gained a stake in Living Proof. It seems brands are no longer on the hunt for just a gorgeous face; now being a spokesmodel requires business savvy. "Katie is a fashionista, a mother and an entrepreneur. In short, she is our consumer," said Joan Malloy, president of Alterna. "Like her, this is a brand that has been very much around, but hiding in plain sight."

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