Giovanni Hair Care was founded in 1979 by industry pioneer, Arthur Guidotti, a celebrated stylist to stars like Lucille Ball. Today, the company remains family owned and operated by Arthur’s son, G. James Guidotti, and remains true to the same mission over 40 years later: Innovative, salon quality hair care solutions for the natural consumer.


Giovanni was the first full range, salon-inspired hair care brand introduced to natural product stores back in the early 1980s. James was on a mission to inject style into natural products and wanted Giovanni to be the “Valentino” of natural hair care. His vision was to create a fashion-forward company to meet the needs of the natural consumer.


Innovation and a strong commitment to efficacy have been the key to Giovanni’s success and today, with the brand boasting a portfolio of more than 100 products. Giovanni effectively erases the lines between natural and professional hair care and offers consumers complete hair care solutions including natural styling aids, treatments, finishing serums, and more!

The salon inspired 2chic collections offer a solution for all hair types: from delicate, fine strands to full, natural curls. You can shop all seven collections in the Wellness Department of your local Earth Fare!


Which line will you try?


2Chic Frizz Be Gone: This NEW line will smooth and moisturize all hair types with shea butter and sweet almond oil.


2Chic Repairing: An Earth Fare customer favorite, repair dry, damaged, or color-treated hair with coconut and blackberry.


2Chic Ultra-Luxurious: For healthier and more manageable hair with cherry blossom and rose petals.


2Chic Ultra-Moist: Total nourishment for very dry, damaged hair thanks to avocado and olive oil.


2Chic Ultra-Volume: Add fullness and shine to fine hair with tangerine butter and ripe papaya.


2Chic Ultra-Sleek: For strength, incredible shine, and smoothing out frizz, this line i s made with Moroccan Argan Oil and Brazilian Keratin.


2Chic Ultra-Revive: Restore dry and brittle hair with shine and luster thanks to pineapple and ginger.


Learn more about Giovanni and find some serious hair inspiration at

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