Umberto Giannini × Iggy Azalea: the honest verdict.
The British curl-care brand's Iggy Azalea celebrity collaboration. Tested across the Hair Shield Heat Protectant, Curl Cream, and the Volumising Mousse.
- Position
- Mid-market · Hair
- Founded
- United Kingdom · 2010 (Umberto)
- Available at
- Priceline + selected Mecca
The Glow read.
Umberto Giannini is a competent British curl-care brand with credible formulations for textured hair. The Iggy Azalea collaboration brought the brand into Australian retail (Priceline) but didn't elevate the formulations beyond the brand's existing range — the Hair Shield Heat Protectant in the collab is the same product Umberto Giannini sold pre-collaboration in metallic packaging.
The Hair Shield is fine — silicone-based heat protection up to 230°C, no remarkable performance gap from Garnier Wonder Water at half the price. The Curl Cream is the standout from the brand's broader range and worth buying if you have textured or wavy hair.
Celebrity collaborations rarely produce category-defining product, and this one is no exception. Buy the Curl Cream from the Umberto Giannini main range. Skip the metallic packaging.
What works
- Curl Cream (main range) is genuinely good for textured and wavy hair
- Hair Shield delivers reliable heat protection up to 230°C
- Distribution at Priceline makes the brand accessible
What doesn't
- Celebrity collaboration didn't elevate formulations — same products in different packaging
- Hair Shield is outperformed by Tresemmé Keratin Smooth Heat Protectant at lower price
- Brand recognition in Australia is concentrated in the Iggy Azalea fan demographic
The buy.
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