Katie Holmes shows off her luscious locks in new haircare campaign

Showing off her silky brunette locks for Alterna Haircare's latest campaign Katie Holmes looks every inch the glamorous Hollywood star. In two new images from the company's upcoming promotion, Katie proves to be the perfect example of sleek and sumptuous hairstyling.

Wearing neutral outfits and simple makeup the actress' natural crowning glory steals the show in the photographs that are part of a bid to boost the company billed as haircare's "best kept secret" by its CEO Joan Malloy.


© Alterna Haircare

"But that is about to change" Joan added in a staetment. "We're confident that adding Katie's natural beauty, gorgeous hair and creative instincts to our state-of-the-art, results-driven haircare collection will be a game-changing combination."

Katie's new role in the company is to help its worldwide expansion, from salons to shops, via adverts that will begin to appear in March. And the Dark Knight star seems thrilled with the role:

"I'm really proud to be a part of this company" she said. "not only because the products are incredible, but because their 'accessible luxury' and 'free of' philosophy really speaks to me. It's good for my hair and good for the earth, so I feel good using it."

As a mum-of-one and a full-time actress Katie is often spotted taking a more relaxed approach to her appearance. On her more dressed down days Katie wears her hair up in more practical styles and it was the same story for her most recent acting role.

Katie's character, Lorna, sported a bun and casual clothes in the play Dead Accounts, which recently closed on Broadway.


© Alterna Haircare

Ohio-born Katie, who made her name in American TV series Dawson's Creek, is no stranger to beauty campaigns. Just over a week ago images emerged of her latest advert for Bobbi Brown cosmetics which launches in February.

The 34-year-old actress is the first celebrity to front the campaign but founder Bobbi admits: "I didn't hire a celebrity. I hired a woman who I think is really cool, who is down to earth, who sparkles when she enters a room, and she photographs really well," Bobbi told a source further adding that "She's beautiful and she's relatable."

Alterna's Joan Malloy is equally full of praise for the actress claiming "Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon."

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