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Giovanni Expands Global Reach: Discover Their Impact at Expo West 2026

Giovanni Cosmetics Team — Fri, 13 Mar 2026 00:00:00 +0000

As Giovanni Eco Chic Beauty continues to expand globally, our presence at Natural Products Expo West the largest natural products trade show in the U.S. serves as a powerful reminder of both our origins and our international reach. Today, Giovanni products are stocked in over 15,000 retail locations across more than 30 countries, yet our mission remains rooted in the same dedication to clean, salon-quality hair care that began on L.A.’s Sunset Strip in 1979.

This year’s exhibition brings together thousands of industry leaders, retailers, and wellness innovators, and Giovanni is proud to stand among them, representing over four decades of botanical innovation and family-owned craftsmanship.

Our stand highlights Giovanni’s most popular collections from Tea Tree Triple Treat™ to Biotin & Collagen each formulated with plant-based ingredients and backed by our legacy as The Hair Care Brand of the Entertainment Industry. As our products reach new countries, retailers, and digital platforms, Expo West offers a unique opportunity to connect with global partners and reaffirm our commitment to high-performance hair care free from harsh chemicals.

Our salon-inspired formulas vegan-friendly, cruelty-free, and proudly crafted in Southern California continue to meet the growing global demand. As Giovanni enters new markets, we remain committed to responsible expansion, while preserving the integrity, creativity, and sustainability that define our brand.

Expo West is more than a showcase of our product lines; it is a celebration of clean beauty, responsible innovation, and the enduring strength of a family-owned company. We look forward to nurturing the connections made at the event and continuing to grow the Giovanni family worldwide.

Inside the 2026 MUAH Awards: Celebrating the Artists Behind Iconic Looks

Giovanni Cosmetics Team — Fri, 13 Mar 2026 12:17:00 +0000

Each awards season, Hollywood’s most unforgettable looks are crafted far from the spotlight - backstage, in crowded styling rooms, between final fittings and red-carpet moments. This February, Giovanni Eco Chic Beauty proudly honors the hair stylists and makeup artists who bring iconic film and television characters to life.

Giovanni has long been a trusted staple inside professional hair kits - relied on by artists shaping everything from camera-ready curls to sleek, sculpted finishes that hold through long shoot days and bright stage lights.

A Legacy Born on the Sunset Strip
Founded in a Sunset Strip salon in 1979 by hairstylist Arthur Guidotti, Giovanni Eco Chic Beauty began as a backstage secret shared with studio professionals at MGM, Paramount, and Fox. Over time, and under the current watch of Arthur’s son Giovanni Guidotti, the brand expanded from Hollywood sets into households around the world - without ever losing its deep connection to the entertainment industry.

Today, Giovanni products have been used on more than 150 major productions and backstage at Hollywood’s biggest award shows, earning the brand its well-deserved title: The Hair Care Brand of the Entertainment Industry.

Celebrating the Artists Behind the Magic
The Make-Up Artists & Hair Stylists Guild Awards recognize the masters of Hollywood style - the professionals responsible for shaping the characters, trends, and red-carpet moments audiences remember long after the credits roll.

Hair Stylists of Palm Royale (L-R) Anna Quinn, Tiffany Bloom, Jill Crosby, Brittany Madrigal and Karen Bartek being interviewed by Ashley Humphreys of Giovanni on the red carpet at the MUAHS Awards.

Award winning Celebrity Hair Stylist Joyce Gillard on the red carpet at the 2026 MUAHS Awards, pausing amid the buzz of cameras and microphones to share insights from behind the scenes of film and television hair and makeup.

Hollywood-Trusted Hold Meets Football’s Biggest Night

Giovanni Cosmetics Team — Fri, 13 Mar 2026 14:39:00 +0000

While millions tuned in to watch Bad Bunny, Lady Gaga and an electrifying group of dancers take over the stage at Levi's Stadium during the Super Bowl Halftime Show, the real transformation was unfolding away from the spotlight. Backstage, highly skilled styling teams were working at remarkable speed, preparing performers for one of the most demanding live broadcasts in the world. In the intense moments between rehearsals and the live performance, celebrity hairstylist and Head of Hair Brian Steven Banks and his team turned to Giovanni Eco Chic Beauty to create each look and ensure it held up through sweat, heat and constant movement.

For years, Giovanni has played a subtle but important role behind the scenes, supporting the creatives who support the artists — the hairstylists and make-up professionals responsible for the looks audiences see on stage and on screen. Known for its dependable performance and professional-quality results, Giovanni products have become a regular fixture in styling rooms, trailers and backstage workstations, where everything happens in real time and there are no second chances.

Backstage during the halftime show, Brian Steven Banks applied Giovanni L.A. Hold Styling Gel to a violinist preparing to perform — a small glimpse into the meticulous preparation taking place just moments before millions of viewers began watching.

In the final moments before the performance began, Banks secured the last hairpins, proving that even the smallest details are essential when creating a look that must hold up under powerful stadium lighting and the demands of a live show.

Many of these backstage styling methods are easier to recreate than people might expect. The process usually begins with a high-performance styling product, followed by working methodically through controlled sections of hair, then reinforcing the style with carefully placed pins and finishing touches. The aim isn’t a rigid finish, but a flexible hold — something that allows natural movement while remaining polished and camera-ready under demanding conditions.

Congratulations to Brian Steven Banks and the entire creative team for delivering such a memorable halftime performance. We’re proud to play a small part behind the scenes, supporting the professionals who help bring these iconic moments to life.

Founded on Los Angeles’ Sunset Strip in 1979, Giovanni Eco Chic Beauty widely known as “the hair care brand of the entertainment industry” is used on more than 150 major film and television productions and backstage at some of Hollywood’s most prestigious events, including the Emmy Awards, Grammy Awards, Academy Awards and Tony Awards giving the brand its own version of an EGOT. The family-owned, veteran-owned company, based in Los Angeles, produces more than 175 Leaping Bunny–certified products and is the best-selling hair care brand within the U.S. natural products sector (according to SPINS data). Its products are now available in over 15,000 retail outlets across more than 30 countries.

Expert Hair Advice from Emmy-Nominated Celebrity Stylists Behind the Scenes

Giovanni Cosmetics Team — Mon, 16 Mar 2026 12:50:00 +0000

As the 77th Emmy Awards draw near on September 14, 2025, Hollywood’s hautest style gurus are sharing their red carpet–ready hair advice - powered by Giovanni Eco Chic Beauty™.

For decades, Giovanni has been trusted backstage at the biggest shows in entertainment, helping celebrity stylists create looks built to last under bright lights, long performances, and unforgettable red carpets. This year, several Emmy-nominated hairstylists once again put Giovanni products center stage.

Red Carpet Tips from the Nominees

Flo Witherspoon (@StylesByFlo)
Outstanding Hairstyling Nominee – Dancing with the Stars, “Halloween Nightmares”

“The product that I'm absolutely obsessed about is Shine of the Times™ High Gloss Hair Mist. It’s lightweight, so you don’t need to do much. It’s my everyday go-to for that high gloss finish.”

Pro Tip: Mist lightly for a red-carpet sheen without weighing hair down.

Jerilynn Stephens (@JerilynnStephens)
10-time Emmy nominee, this year for The Voice, “Live Semi-Final Performance”

Jerilynn preps every style by purifying the scalp first. “When you are dealing with oily hair, it’s all about balance. Look for ingredients like tea tree oil, rosemary, and charcoal that help purify the scalp without stripping.”

Pro Tip: Use regularly for a spa-like cleanse that keeps roots fresh.

Joe Matke (@JoeMatke)
Outstanding Hairstyling Nominee – Dancing With The Stars, “Halloween Nightmares”

“Thanks to Giovanni’s tremendous hair tools and hair product support, our hairstyles are built for glamour, intense dancing, and durability!”

Dean Banowetz (@DBano, “Hollywood Hair Guy”)
8-time Emmy nominee, this year for American Idol “Finale”

“To get rid of frizz, flyaways, and split ends, I use Giovanni’s 2chic® Frizz Be Gone Taming Cream. It defines and finishes styles with weightless control—perfect for both straight or curly hair.”

Pro Tip: Apply to damp hair for definition, or on dry hair to polish and tame flyaways instantly.

Giovanni Eco Chic Beauty™ - The Hair Care Brand of the Entertainment Industry

Born on the iconic Sunset Strip in 1979, Giovanni began as a bold vision from salon owner Arthur Guidotti, who crafted salon-quality formulations and shared them with studio stylists at MGM, Fox, and Paramount. Over time, and under the current watch of his son Giovanni J. Guidotti, Giovanni has become the #1-selling hair care brand in the U.S. natural products industry (SPINS data).

Today, Giovanni products are trusted by celebrity stylists and were used backstage on more than 70 television, film, music, and theatre productions in 2024 alone, earning the brand the rare distinction of being an E.G.O.T. styling staple—trusted behind the scenes at the Oscars, Emmys, GRAMMYs, and Tony Awards.