Giovanni Eco Chic Beauty will act alongside the L’Oréal Group as a co-presenting sponsor of the 12th annual Make-Up Artists & Hair Stylists Awards (MUAHS) for IATSE Local 706. 
 
Taking place on Saturday, February 15, 2025, at the Fairmont Century Plaza Hotel, this event honors the hair stylists and makeup artists responsible for the looks of Hollywood’s celebrities and productions.
 
James Guidotti, CEO of Giovanni Eco Chic Beauty, said, 
 
“The MUAH Awards celebrate the style architects of Hollywood glamour—the artists who sculpt smooth, twist, and transform tresses from visions into reality. For decades, Giovanni has been part of that creative process, tucked inside hair kits, backstage at major productions, and woven into the fabric of film, television, and theater.”

Because of their backstage awards season presence at the Emmys, Grammys, Oscars, and Tonys, Giovanni has earned its own unique “E.G.O.T.” status; the brand is known as the hair care brand of the entertainment industry.
 
Founded in the 1970s by hairstylist Arthur Guidotti, who shared his formulations with studio stylists at MGM, Paramount, and Fox, Giovanni Eco Chic Beauty became a popular brand in the industry. 
 
Arthur’s son, James Guidotti, brought the brand to the mainstream, while the entertainment industry professionals continued to rely on its masks, mousses, frizz-fighters, sculpting sprays, and styling clays.

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