GIOVANNI Nutrafix Hair Reconstructor goes right to the heart of the problem, addressing the damage caused by chemicals and excessive heat styling, both of which can leave hair porous, raspy, and weak. You need deep protection. GIOVANNI was the first full-range, salon-inspired hair-care brand in natural product stores, and today is the #1 selling Hair Care line in the United States Natural Products Industry. But before there was a brand, there was a pioneer. Arthur Guidotti had a vision and a love for all things hair. He began developing his passion as a hairstylist in Hollywood and Beverly Hills. By the 1960s, Arthur was maturing his talents and decided to open his own salon, called On Sunset. The salon was a bustling site, on the famous Sunset Strip, and a hit with many Hollywood celebrities, including Lucille Ball. Since 1979 the GIOVANNI Rule of Balance has been our commitment to make each product as pure and as natural as possible without sacrificing exceptional product performance. GIOVANNI is committed to creating only the highest-performance formulations, wrapped in aesthetically beautiful packaging and marketed with extraordinary visuals and graphics. LAURYL & LAURETH SULFATE FREE: GIOVANNI products do not contain harsh chemicals commonly used in regular beauty products, leaving you with strong, beautiful hair. VEGAN-FRIENDLY & CRUELTY-FREE: Giovanni Products use a number of organic ingredients and are Leaping Bunny Certified cruelty free, meaning that Giovanni Products are never tested on animals and their biodegradable Formula, comes in sophisticated recyclable packaging