Van Tibolli, known in the beauty industry as “The Mane Motivator,” is such a force of nature that one leading hair care company isn’t big enough to contain him. The Brazilian-born founder of GKhair, a leader in keratin treatments and home care products, launched a second brand, Tibolli, to meet the needs of those looking for keratin treatments and eye catching styles suited for the runway, red carpet and fashion photo shoot.
“Tibolli is more of a niche market (than GKhair),” explains Meghan McHugh, director of International Business Development. It’s “young, a more unique look. One of the slogans is “Be Different.” Launched in 2011, Tibolli offers in-salon keratin treatments and a variety of home care products, all incorporating the patented ingredient Trioxxy®, a unique keratin blend that compliments the products’ array of naturally sourced ingredients.
From first glance at the packaging, it’s apparent that Tibolli products are all about the sizzle. From metallic red and black, to sleek glass and gleaming chrome, these products are presented in some of the most eye-catching bottles, tubes and jars ever seen. This philosophy of innovation is also very much a part of the company’s core values, down to the team of chemists in Florida dedicated to creating high fashion looks while offering keratin in the form of smoothing treatments, hair repair, shampoos, conditioners, hair treatments and masques, and fixatives.
One of the challenges to growing a hair care brand globally is negotiating the way around tariffs and pricing structures in various markets. The lessons learned in developing the GKhair brand have served Tibolli well. McHugh explains: “We have global contracts with international beauty magazines,” she says, “so a lot of times, we have a lot of the top distributors in each country, they would contract (with) us, we review them, we meet them, and meet their sales team and their sales and education to that we can have the same structure with sales and education in each country.” It’s no surprise then, that GKhair’s emphasis on listening, communication, and education is also part of the strategy being utilized to expand the market share of Tibolli products.
The Products
The salon products from Tibolli are loaded with Trioxxy® a patented brand of keratin proteins that restore hair, smoothing it and protecting it from future heat and chemical treatments.
Tibolli Trioxxy® Hair Treatment leaves hair soft and manageable while subduing frizz, and reducing the styling time to half. Tibolli Trioxxy(r) X Hair Treatment offers an even deeper infusion of keratin while sealing the cuticle, for use after Tibolli Pre Treatment/Craving Clean Shampoo, which removes excess styling product and opens the cuticle to prepare it for the Trioxxy X. The Moisture Addiction Hair Masque shields, smooths and rehydrates to repair hair and protect against damage. These four products are for salon use only.
Tibolli home care products, also featuring Trioxxy®, include two shampoos and a conditioner free of harsh ingredients like SLS, Paraben, Sodium Chloride, and Paraffin. Tibolli Bubble Free Shampoo feature keratin, a blend of plant extracts, to cleanse, nourish and protect your hair. Tibolli Volume Obsessed Color Protection Shampoo and Conditioner contain Trioxxy®, natural seed oils instead of greasy mineral oils, and are suitable for all types of hair.
For home styling, Tibolli offers Desire Hair Oil, for a sleek hairstyle, free of flyways and frizz. This innovative formula utilizes keratin in the form of Trioxxy® and natural silicones, to seal and protect the hair while creating a smooth, silky shine. The Moisture Lust Leave-In Cream Features Trioxxy® and natural grain extracts. It strengthens, moisturizes, and nourishes hair all day, for use after Volume Obsessed Color Protection Shampoo and Conditioner. Moisture Lust Leave In Spray is even easier to use, instantly delivering moisture in the form of natural seed oils, as well as keratin, to rehydrate hair all day.