GIOVANNI HAIR PRODUCTS were started by Arthur Giovanni, who was, in his early career, a leading hair stylist, and a top salon owner in the Hollywood/Beverly Hills area of California. He discovered that just as the body needs nutrition, so does hair. He felt that if he could create products with a base consisting of vitamins, herbs, minerals, proteins and nutrients, these products would have greater predictability and would generally be much better for the hair than the standard chemically based product. Giovanni Hair Care Products are made from a pure vegetable protein base, the first of its kind. Giovanni is the first hair care system in history that can actually say with certainty that the regular exclusive use of their products will completely alleviate build up. The vegetable protein allows the product to be absorbed directly into the pores of the hair, absorbing the moisturizer into the skin. No sticky feeling, no residual coating and no build up. Giovanni is also excellent for use on color treated hair, because it is all natural and prevents colour fading. Giovanni products will provide shine, manageability, softness, styling, and hold to hair.