Umberto Giannini is marking 20 years of its original Curl Jelly, using the milestone to spotlight the growing importance of vegan and cruelty free beauty within the haircare category.
First launched two decades ago, Curl Jelly has become one of the brand’s most recognisable products, particularly among consumers with wavy and curly hair. Its anniversary comes at a time when beauty shoppers are increasingly looking beyond performance alone, with greater attention being paid to ingredients, animal testing policies and brand values.
The milestone also reflects a wider shift in the beauty market, where vegan and cruelty free credentials are becoming a more visible part of everyday purchasing decisions. For brands operating in the haircare space, this has moved beyond a trend led claim and is increasingly part of how consumers assess trust, transparency and suitability.
For the curly hair consumer, this is especially relevant. Shoppers in this category are often highly engaged, ingredient aware and loyal to products that meet both their haircare needs and personal values. Curl Jelly’s 20-year milestone highlights how a product can remain relevant in a fast moving beauty market when it combines familiarity, performance and a clear brand position.
For pharmacy and beauty retailers, the anniversary underlines the continued opportunity within the curly and textured haircare category, while also pointing to the growing role of vegan and cruelty free products on shelf.
The full Umberto Giannini range is available to pharmacy and beauty retail partners across Ireland through Distinct Distribution.
w: distinctdistribution.ie | t: 01 276 2291 | e: orders@distinctdistribution.ie
Commercial feature in partnership with Distinct Distribution.
