Melissa Meisel, Associate Editor04.01.21
Umberto Giannini, a UK brand with over 30 years of heritage in developing 100% vegan and cruelty-free hair color, entered in the US into Target stores and Target.com with Umberto Giannini Flowerology Hair Color & Temporary Color Masks. Giannini and his partner/co-founder, Claire Shread (the brand's chief visionary officer), launched UG's first product line in 1998. Shread, an artist and lifelong vegan, has upheld the commitment of the brand to be 100% cruelty free, vegan, and at the forefront of transparency and sustainability practices.
Umberto Giannini Flowerology Naturally Kinder Vegan Colour, an at-home permanent color for 100% grey coverage, is available in five shades. But making a bigger splash right now with shoppers is Umberto Giannini Flowerology Temporary Colour Masks. These products offer customizable hair color with temporary commitment-free results as it fades in 2-10 washes. The 97% natural formulas contain nourishing ingredients including coconut oil and chamomile flower oil to moisturize and smooth hair, harnessing a shiny and naturally radiant finish.
For more on the burgeoning hair color marketplace, look out for our deep dive feature in May 2021.
Umberto Giannini Flowerology Naturally Kinder Vegan Colour, an at-home permanent color for 100% grey coverage, is available in five shades. But making a bigger splash right now with shoppers is Umberto Giannini Flowerology Temporary Colour Masks. These products offer customizable hair color with temporary commitment-free results as it fades in 2-10 washes. The 97% natural formulas contain nourishing ingredients including coconut oil and chamomile flower oil to moisturize and smooth hair, harnessing a shiny and naturally radiant finish.
For more on the burgeoning hair color marketplace, look out for our deep dive feature in May 2021.
