Umberto Giannini

What Umberto Giannini does

Umberto Giannini is a UK-based, Birmingham-headquartered haircare brand founded in 1990 that sells vegan, cruelty-free, and B-Corp certified products specialized for curly, wavy, and coily hair textures. The product portfolio is organized around curl-type segmentation (Waves 2A-2C, Curls 3A-3C, Coils 4A-4C) and specific hair needs including definition, anti-frizz, moisture, repair, growth, and heat protection, with named sub-brands such as Curl Jelly, Dreamy Waves, Coily Curls, Fuller Longer Thicker, and Curl Bond. The underlying technology centers on physical hair care formulations (curl jellies, mousses, creams, shampoos, conditioners, treatments, oils, and styling accessories) rather than software, supplemented by an AI-powered hair consultation quiz that personalizes product recommendations to curl type.

The business operates as a direct-to-consumer e-commerce brand selling primarily through its owned online storefronts, with pricing ranging from £3.50 travel sizes to £53.75 routine kits. Revenue is generated through one-time purchases of individual products and curated kits, plus a Subscribe & Save subscription program that offers 35% off essentials with free delivery and free gifts. Customer acquisition is community-led via Facebook, Instagram, and TikTok under the #Curlyknowscurly banner, supported by an ambassador program, referral incentives, and a rewards/loyalty program. Geographic footprint spans Europe and North America, with a dedicated US storefront at us.umbertogiannini.com. Headcount is 11-50 and the company is privately held with no disclosed investors, funding history, or revenue figures.

Name

Umberto Giannini

Legal name

Umberto Giannini

Website

https://umbertogiannini.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Umberto Giannini is a UK-based, B-Corp certified curly haircare brand selling vegan, cruelty-free products directly to consumers through its own e-commerce storefronts, with a curl-type-segmented product range, an AI-powered hair quiz, and a Subscribe & Save subscription program serving Europe and North America.

Ownership category

akta.pro rank

Product category

Curly Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABABAC

Styling Products (Gels, Sprays, Mousses, Creams)

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAA

Shampoo & Scalp Cleansers

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAB

Conditioners & Hair Masks

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAE

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth)

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABAKAF

Hair Styling Tools (Dryers, Straighteners, Curlers)

Consumer Products & Retail/Beauty & Personal Care/Beauty Tools & Accessories

Keywords

• Curly hair care
• Vegan haircare products
• Curl defining jelly
• Salon haircare brand
• Hair styling accessories

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchases of individual hair care products and curated kits across various categories (shampoo, conditioner, treatments, styling products, accessories). Products sold at various price points from travel sizes to comprehensive routine kits.
2. Subscribe & Save Program: Subscription model offering 35% discount on essential products with free delivery. Customers can pause, skip, or cancel anytime. Includes free gifts with subscription orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

Umberto Giannini sells vegan, cruelty-free, salon-born haircare products specifically formulated for curly, wavy, and coily hair. The portfolio includes curl jellies, mousses, creams, shampoos, conditioners, treatments, oils, and styling tools, organized by curl type (Waves 2A-2C, Curls 3A-3C, Coils 4A-4C) and need (definition, anti-frizz, moisture, repair, growth). Products are sold primarily through the brand's direct-to-consumer e-commerce site with an AI-powered hair consultation quiz and a Subscribe & Save subscription program.

Product overview

Umberto Giannini is a curly hair care brand offering a comprehensive portfolio of vegan and cruelty-free products organized around curl-specific needs. The core product line centers on the signature Curl Jelly styling formula, complemented by format-specific products including mousses, curl creams, shampoos, conditioners, leave-in treatments, oils, serums, hairsprays, and blow-out creams. Products are organized by curl type (Waves 2A-2C, Curls 3A-3C, Coils 4A-4C) and specific hair needs such as definition, anti-frizz, moisture, repair, growth, and heat protection. The brand also offers curated routine kits that bundle complementary products together, as well as accessories including detangling, defining, styling, and edge control brushes.

Differentiator

Problem solved

Functional benefit

Brands

• Curl Jelly: Signature curl defining product line including Curl Jelly, Curl Jelly Dream Duo, Curl Jelly Care, Curl Jelly Refresh, and Curl Jelly Whip.
• Dreamy Waves
• Coily Curls
• Fuller Longer Thicker
• Curl Bond

Products and services

• Curl Jelly

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• DevaCurl: Pioneer in the curly hair care category with a comprehensive range of sulfate-free cleansers, conditioners, and stylers for wavy, curly, and coily textures. Directly comparable as a specialist curly hair brand serving the same curl-type segmentation.
• Cantu: Mass-market curly, coily, and wavy hair care brand with shea butter-based formulations. Comparable as a multi-ethnic textured hair specialist with broad retail distribution and overlapping customer segments.
• Pattern Beauty: Celebrity-founded curly and coily hair care brand with a direct-to-consumer model and strong community-led growth. Directly comparable on niche focus, DTC distribution, and curl-type-specific product organization.
• SheaMoisture: Natural and ethically-positioned haircare brand focused on textured, curly, and coily hair. Comparable on vegan/cruelty-free positioning, B-Corp-adjacent ethos, and broad textured-hair regimen products.

Broad incumbents

• Olaplex: Bond-repair haircare category leader with broad salon and DTC reach. Comparable as the Curl Bond sub-brand's direct competitor in bond-strengthening technology, but materially larger and broader in portfolio.
• Moroccanoil: Premium argan oil-based haircare brand with strong salon heritage and DTC presence. Comparable on 'salon-born' positioning, premium pricing, and oil-based styling products.
• Aveda: L'Oréal-owned premium haircare brand with strong ESG positioning (cruelty-free, sustainably sourced). Comparable on salon heritage, cruelty-free/vegan credentials, and DTC + salon distribution.
• Kérastase: L'Oréal-owned luxury professional haircare brand sold through salons and premium retail. Comparable on salon-born heritage, premium pricing, and curl/colour care sub-lines.
• Bumble and bumble: Estée Lauder-owned premium salon haircare brand with styling-led product portfolio. Comparable on salon heritage, premium styling products, and US-centric distribution.

Emerging players

• Living Proof: Science-led premium haircare brand (now Unilever-owned) with patented styling and treatment technologies. Comparable on premium positioning, treatment-led innovation, and salon-DTC distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/umbertogianniniofficial
• Instagraminstagram.com/umbertogiannini
• TikToktiktok.com/@umbertogianninihair
• Xx.com/umbertogiannini
• LinkedInlinkedin.com/company/umberto-giannini

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Umberto Giannini