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UK beauty brand expands into US marketplace with new products in store and online now.
April 1, 2021
By: Melissa Meisel
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.
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