Holmes signed on as an owner of ,and ambassador for, Alterna, which launched its first global advertising campaign earlier this year and has just launched a campaign in which Holmes promotes über- luxury,"anti-aging" hair products called Caviar.
The 17-year-old company moved to New York from California in November to be closer to the beauty industry, and to "put a face to the brand."
Holmes was a natural choice, both because she transformed her life and because she is a 34-year-old mother who is gorgeous, fashionable and lives in New York, says Alterna CEO Joan Malloy.
Holmes also has her own fashion company, Holmes & Yang, and presents during Fashion Week.
Holmes signed a three-year contract to be the voice and face of the brand, and is working closely with the company on holiday fragrances for 2014.
Since Holmes signed on, the company has doubled its business in Sephora in the last three years.
Sources say the brand is approaching $100 million in retail sales, a number that may increase by $15 million to $20 million in the next year.