Umberto Giannini Haircare Launched at Ulta Beauty
The UK-founded curl care brand has expanded its US retail presence with a new online-exclusive launch at Ulta Beauty.
Updated on Oct. 11, 2026 in Beauty
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UK-based hair brand Umberto Giannini has officially launched its product line on Ulta.com. The debut includes a range of specialized curl products now available to U.S. customers for the first time through this retailer.
Why it matters
The move marks a significant U.S. retail expansion for the brand following a period of strong digital growth. This partnership increases accessibility for U.S.-based consumers who seek out specific curl-focused hair formulations.
The expansion follows strong commercial performance, as evidenced by a 150% year-on-year increase in U.S. sales on Amazon. While the flagship Curl Jelly product has been sold globally for over 20 years, the current availability at Ulta Beauty remains limited to an online-exclusive assortment.
The players
Umberto Giannini
A UK-founded haircare company that specializes in products formulated for curly and textured hair.
Ulta Beauty
A national beauty retailer that provides a wide range of cosmetics, fragrances, and haircare products.
The details
The product range focuses on curly hair maintenance through items such as the Curl Jelly, Curl Jelly Wash, and Crème De Curl. Additional offerings include the Banana Coconut Detangler and Banana Butter Air Dry Cream, which are designed to support texture management and hydration. By partnering with Ulta Beauty, the brand is leveraging the retailer's existing logistics network to reach a broader audience across the United States.
Timeline
October 11, 2026: The brand officially launched its product range on Ulta.com.
Health Landscape
This move mirrors a broader industry shift toward online-exclusive distribution models for international beauty brands entering the U.S. market. It follows a trend of leveraging high digital growth metrics to secure major retail partnerships that prioritize e-commerce scalability.
If you are interested in testing these products, you can now purchase them directly through the official online portal. Before incorporating new topical products into your routine, it is always worth checking the ingredient list to ensure it meets your personal needs or skin sensitivities.
The takeaway
The arrival of this long-standing curl care line provides new options for managing hair texture and hydration. If you are uncertain about whether specific formulas are right for your hair type, consult with a professional stylist who understands your unique texture needs.
Further reading
For more information on product selection and hair health, visit our Beauty section.
Source note: This article includes information reported by Retail Bulletin | Daily UK Retail News.
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