Alterna Kills Animals (or Why I’m Not Buying Any More Alterna Products Indefinitely)

5 Sep

So, first, read this.

Since I posted that, I have not heard another word from Alterna. I tried posing the question to them via Facebook and Twitter. They have chosen not to reply.

I’m not sure what pisses me off most about this situation, but I think I can narrow it to two things. One, the initial robo-response from customer service:

Our products are made ethically and cruelty-free so no animals are ever harmed during the process.

Well, that’s a lie, isn’t it? Because as a general rule, fish are killed to source caviar, and your shampoo and conditioner list caviar in the damned ingredient list. Which brings me to two, the absolute non-response thereafter. I have contacted them THREE different ways and they haven’t seen fit to reply at all regarding HOW THEY SOURCE THEIR CAVIAR. Just say you kill fish to get the caviar. Or buy from a supplier who does. That’s all I want. I am not militant. I am not an animal rights activist. I have used your other lines and just avoided your caviar line in the past, which is what I would continue to do if I didn’t suddenly get the vibe that you’re complete and total hypocrites, preaching one thing and practicing the opposite.

So then I have to ask: What else are you lying about, Alterna? You issued a blanket statement in response to my question about your practices for sourcing caviar without any further information to back it up. I can only assume there are other “truths” you are glossing over or manufacturing to support your healthy, natural, eco-conscious image, when in fact you’re just another corporation preying on consumers who want to live a healthier, kinder lifestyle.

Until I hear otherwise, I will assume Alterna is a deceptive, manipulative company. I am boycotting them henceforth – not because they kill fish (honestly, to each their own – vegetarianism is my own choice, not something I force on others), but because I don’t trust them at all.

5 Responses to “Alterna Kills Animals (or Why I’m Not Buying Any More Alterna Products Indefinitely)”

  1. Chris March 18, 2017 at 3:17 pm #

    They aren’t killing fish, they are buying caviar which comes from fish that are dead already. I’m not saying that’s a nice thing, but they aren’t catching or killing the fish themselves. Of all the fish in a catch there are some that contain no caviar, some do contain caviar, I think it’s the fishing industry you should be angry with. If no companies used caviar in there ingredients for products or human consumption as food, the same amount of fish would be caught and the same amount of eggs not born into fish would be lost. Alterna state they are cruelty free with regards to animal testing, which I trust they would not make a false statement, but they do not claim to be a vegan company, so why should they answer for something they are not claiming to be.

    • katejig March 18, 2017 at 6:26 pm #

      Totally appreciate you taking the time to comment on this.

      Could you please provide me with your source that states that caviar are sourced from fish that are already caught? From my reading, I understand that caviar fish – such as the Beluga sturgeon – are farmed specifically for caviar production, not for their meat. Thus they are farmed to be killed for their eggs.

      My main problem is not that Alterna is using caviar in their products – that’s their choice, and prior to trying to communicate with them, I would have just avoided their products that contained caviar. What bothers me is that in trying to get answers from them on how their caviar were sourced, instead of providing me a coherent and well-reasoned answer, like yours, they instead tried to placate me with a standard line, but could provide no other answers – nor did they even attempt to. If a company can’t answer a valid question about one of their products, or be bothered to take the time to do so, then I don’t really have time for that company.

      Anyhow, I will be looking forward to hearing back from you regarding those sources!

    • katejig March 18, 2017 at 6:28 pm #

      Addendum: They also absolutely CANNOT claim no animals are harmed in the making of their products if they are using caviar. Killing = harming, any way you slice it.


  1. Alterna Bamboo UV+ Color Protection Shampoo & Conditioner | Lipgloss & Life - September 5, 2013


  2. Alterna Bamboo Smooth Kendi Pure Treatment Oil | Lipgloss & Life - September 5, 2013


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