Smoothing Castor Oil

Giovanni revolutionised the natural product industry by being the first salon-inspired brand to offer a comprehensive range of hair care products in natural product stores. Today, it holds the title of being the number one selling hair care line in the United States Natural Products Industry.

For Giovanni, innovation meant not only providing a chic alternative but also introducing sophistication to the natural consumer that had never been seen before in the natural channel. They broke down the barriers between natural and professional hair care, offering consumers complete solutions for their hair care needs. No longer were the shelves of natural retail stores filled with mediocre shampoos and conditioners. Giovanni breathed new life into the category by introducing natural styling aids, hair treatments, reconstructors, setting lotions, and more. Now, consumers had a wide array of options such as hair spray, leave-in conditioners, vitamin hair treatments, and reconstructors to achieve their desired look and style without resorting to unnatural alternatives.

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