How much would you pay for a bottle of shampoo? How about $60 a bottle? The Alterna Ten hair care products are infused with expensive ingredients including African cacao extract, caviar, white truffle oil, Champagne grape seed oil, Bulgarian Evening Primrose, and Arabian Frankincense to rebalance and nourish hair. As you might expect, the brand boasts a long list of celebrity fans. Other products from Alterna include the Luxury line which is made with white truffle extract.