Before there was a brand, there was a pioneer. Arthur Guidotti had a vision and a love for all things hair. He began developing his passion as a hairstylist in Holly­wood and Beverly Hills. He worked for a time with hair­ stylist icon Gene Shacove and was good friends with "the father of hair color," Al Lapin.

After years of exposure to harsh chemicals present in many salon products, Arthur's hands started to react. His son Giovanni recalls seeing the dim light appear in the middle of the night and finding his father doctoring the sores on his hands. As a result, Arthur would begin exploring the possibility of his own full line of professional hair care products.

Arthur and his son could often be found in Los Ange­les' Chinatown purchasing raw herbs wrapped in Chi­nese newspaper along with a variety of exotic essen­tial oils of the time, such as Tea Tree and Jojoba oil to take back to their garage to experiment with.

Giovanni was one of the first companies to formulate Tea Tree oil in hair care and continued to drive inno­vation in the hair care category by harnessing the benefits of charcoal and volcanic ash. Forty years later, Giovanni's Tea Tree Shampoo remains one of the number-one-selling hair care products in the United States Natural Products Industry. 

With only $2,000 in the Giovanni bank account, out of necessity Arthur challenges the faux pas of the day and purchases black closeout packaging to launch his products (the least expensive packaging avail­able). Coincidentally, Giovanni successfully stands out among the competition.

Arthur soon begins color coding his products on a black canvas, creating a distinct, chic look. Giovanni is one of the first companies to color code its prod­ucts. Arthur's son Giovanni continued the Giovanni stream of innovation as the only natural hair care company willing to take the risk of developing complex, innovative and patented packaging molds in the late 1990s.

With only three employees and 12 products, the company was off on a wild ride selling to movie studios such as MGM, Paramount and Fox. Today Giovanni continues to serve the movie industry by providing product to celebrity hair­stylists and stagehands. 

Giovanni would become the visionary who would take Giovanni to new heights.

Growing up in salons and the beauty industry created an impact on the way Giovanni saw and felt about hair care. Before, Giovanni natural hair care was generic and lifeless. Giovanni knew there was something missing in the natural world, but he didn't know what. He wanted to create a fashion-forward company to meet the needs of the natural consumer.

Giovanni was not only impacted by his father, Giovanni's mother, Yeona, also had impeccable style. Yeona’s fashion and aura also became an inspiration. Giovanni wanted to be the "Valentino" of natural hair care. Growing up, Sebastian International (founded by John and Geri Sebastian) was one of his favorite hair care brands because it was cutting-edge and fashion-forward.

Giovanni's products can be found in Embassy Suites hotel rooms across the country for guests to enjoy.

Giovanni develops a variety of 2chic® Collections, each formulated with a dual complex to meet the needs of consumer pain points. On the shelf, the design easily bridges the gap between consumers of natural products and those seeking alternative hair care solutions. Giovanni not only grows year over year, but drives category growth despite being a mature brand.

Giovanni’s continued commitment

To this day, Giovanni's passion for hair care and his desire to constantly try new things drives his involvement from the top down. Despite growing to a portfolio of over 120 products and becoming an industry leader, Giovanni continues its commitment to making products as pure and as natural as possible without sacrificing exceptional performance. A commitment to high-quality ingredients and performance has given Giovanni a reputation for Bridging the Gap Between Natural and Salon-Quality since 1979.

Giovanni's Hemp packaging makes waves in the Natural Products Industry with a bold embossed image. The premium packaging emphasizes Giovanni's attention to high performance with their bold blend of Hemp seed oil, Frankincense, Turmeric, Sage, and Hops.