Giovanni L.A. Hold Styling Gel means secure shape and extreme, stylized hold. Grab onto style and hold on tight with Giovanni’s strongest gel, taking hold to the extreme so you can stand firm in the spotlight. 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. He worked for a time with hairstylist icon Gene Shacove and was good friends with “the father of hair color,” Al Lapin.