Giovanni has gone back to its roots with a returning focus on the entertainment industry, The brand’s founder, Arthur Guidotti, started his salon on the iconic Sunset Strip in the 60s, called “On Sunset”, which was a hit with many Hollywood celebrities including Lucille Ball.
He was a natural products pioneer, with a vision and a love for all things hair. After years of exposure to harsh chemicals present in many salon products, Arthur’s hands started to react. Arthur and his son would often frequent LA’s Chinatown to buy herbs wrapped in Chinese newspaper along with exotic essential oils of the time including Tea Tree and Jojoba, to take back to their garage and experiment with. Giovanni was one of the first companies to formulate Tea Tree Oil in hair care, and 40 years later, the Tea Tree Triple Treat remains one of the #1 selling hair care products in the US Natural products industry.
Giovanni has always seen itself as the brand that bridges the gap between natural ingredients and salon-quality, and the range empowers individuals to achieve salon-quality results at home. Giovanni will not compromise on formulation or performance, selecting only the best ingredients to go into their products, but also being conscious about what they don’t put into them.
Now, Giovanni has taken their salon-quality products to the next level and positioned itself as the Hair Care Brand of the Entertainment Industry. Their products can be found in professional studios and have been used on film and television productions, and awards events by a huge number of professional hair stylists. Hare, we take a look at the hard work and initiatives Giovanni has taken to achieve this title.
Giovanni Got an E.G.O.T. of its Own!
E.G.O.T. is a distinguished category in the entertainment world, representing winners of the Emmy, Grammy, Oscar and Tony Awards. Achieving this honour is a monumental feat, accomplished by only a handful of extraordinary talents in history – just 26, including Whoopi Goldberg, Audrey Hepburn, Elton John, and Tim Rice. these individuals have not only mastered their craft but have also made a lasting impact across multiple platforms.
We’re delighted to announce that Giovanni has earned its very own version of E.G.O.T status through 2024-25, being the only haircare brand chosen to support all hairstylists backstage at all four of the highest-level entertainment award shows.
Emmys – September 2024: Giovanni Eco Chic Hair Care was the only brand chosen to support the 8 Hair Stylists backstage at the 96th Annual Emmy Awards, held at the LA Live Peacock Theatre.
Grammys – February 2025: Giovanni Eco Chic Hair Care was the only brand chosen to support the 10 Hair Stylists backstage at the 67th Annual Grammy Awards, held at the Crypto.com Arena in Los Angeles, CA.
Oscars – March 2024: Anthony Wilson, Head of Haircare at the 96th Annual Academy Awards (also known as the Oscars) said “Giovanni, We thank you. As department Head of Haircare for the Academy Awards, all I can say is you came through and helped us achieve some great looks for this year’s show!”
Tonys – June 2024: Giovanni Eco Chic Hair Care was the main hair care brand chosen for all 8 Hair Stylists backstage at the 77th Annual Tony Awards. This iconic event was held at Lincoln Centre’s David H. Koch Theatre in New York City.
To be the only hair care brand for all these illustrious events shows that there is great trust in these products by industry professionals, but also shows the versatility of the range to work across all hair types to create a wide variety of hairstyles.
At the Oscars, Celebrity Hair Stylist Sean James captured working with Jamie Lee Curtis in the leadup to the event and shared it on a reel on his Instagram account. His caption read: “OK, so it’s tradition that we post some behind-the-scenes and I have used so many fantastic products over the years on JaimIe‘s hair recently. I have discovered the Giovanni cosmetics line of products. It is an Eco conscious line of products that has such an incredible variety there’s something for absolutely everybody, I wanna make sure that you check it out and follow Giovanni products you won’t be disappointed. Giovanni® products are formulated to deliver high-performance, salon-quality results #JamieLeeCurtis #GiovanniProducts #GiovanniCosmetics #Oscars2024 #TheAcademyAwards #TheOscars @cathywaterman @dolcegabbana @jrossgirl @seanjameshair @gracegraceahn @giovannicosmetics @fhiheat”
Jamie Lee Curtis was one of five past winners presenting on the night, and she presented the first trophy of the night, for Best Supporting Actress. The winner was The Holdovers star Da’Vine Joy Randolph.
MTV European Music Awards (EMAs) – November 2024
It’s not just on the other side of the pond that Giovanni is providing the haircare de jour in the entertainment industry. In November last year, Giovanni Eco Chic Hair Care was the only brand chosen to support the 40 Hair Stylists backstage at the 30th Annual MTC EMA in Manchester, England. With over 40 million viewers annually, the MTV EMAs is the most-watched award show worldwide.
TV & Film Productions
In 2024, Giovanni supported full hair care departments in productions globally across film, streamers and television. The products are routinely found on studio sets at Warner Bros., Universal, Paramount, Fox, HBO, Netflix, MGM/Amazon, MAX, Apple TV, Disney, Hulu, the BBC, ABC, CBS, NBC networks, across a wide range of genres: drama to thrillers to comedy, including Superman (DC Studios), The Naked Gun (Paramount), Final Destination 6 (Warner Bros.), Towards Zero (BBC) and Saturday Night Live (NBC). Each project highlights Giovanni’s commitment to delivering exceptional hair care, ensuring that every stylist shines in their unique narrative.
Hair & Makeup Stylists’ Kit Essentials Provided by Giovanni
Through connections with the International Alliance of Theatrical Stage Employees, Giovanni supplied over 350v Hair and Makeup Stylists with a Giovanni kit consisting of over 40 full-sized hair and skincare products. These products were then used to help create “the look” backstage for various entertainment-related productions.
Presenting Sponsor
At the 11th and 12th Annual Makeup Artists & Hair Stylists Guild Awards, Giovanni has been a presenting sponsor, sitting alongside l’Oreal Group amongst other sponsors. These prestigious industry awards celebrate and honour outstanding achievements for both make-up and hair stylists in motion pictures, television, commercials and live theatre.
*SPINS data 52 weeks ending 19.12.2024
Discover Giovanni through Kinetic on stands H30 & H31 at Natural & Organic Products Expo on 12-13th May 2025 (TRADE ONLY). Register for your free ticket here!
