Brand: GIOVANNIGIOVANNI Straight Fast Straightening Elixir smooths curls, relaxes waves, and helps control even the unruliest of hair

This lightweight crystal-clear gel adds silky shine while repelling humidity

GIOVANNI was the first full-range, salon-inspired hair-care brand in natural product stores, and today is the selling Hair Care line in the United States Natural Products Industry

But 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

By the 1960s, Arthur was maturing his talents and decided to open his own salon, called On Sunset

The salon was a bustling site, on the famous Sunset Strip, and a hit with many Hollywood celebrities, including Lucille Ball

Since 1979 the GIOVANNI Rule of Balance has been our commitment to make each product as pure and as natural as possible without sacrificing exceptional product performance

GIOVANNI is committed to creating only the highest-performance formulations, wrapped in aesthetically beautiful packaging and marketed with visuals and graphics

• MOISTURIZING SCALP CARE - Our Straight Fast Straightening Elixir helps smooths curls, relaxes waves & helps straighten & control even the unruliest of hair

This lightweight crystal-clear gel adds silky shine while repelling humidity• DEEP HYDRATION - Enriched with Aloe Vera, Macadamia, and Botanical Extracts and Oils, our reviving hair conditioner helps bring out your hair's natural radiance while protecting elasticity & minimizing frizz• COLOR SAFE - Our ECO CHIC straightening cream is color-safe and nourishes hair with a proprietary blend of vitamins, antioxidants, and omega fatty acids without stripping color• VEGAN-FRIENDLY & CRUELTY- - GIOVANNI Products use a number of organic ingredients and are Leaping Bunny cruelty

GIOVANNI Products are tested on animals and come in sophisticated recyclable packaging• ECO CHIC - GIOVANNI has been bridging the gap between natural and salon-quality hair care since 1979

We strive to use the very ingredients and are focused on high performance