for all hairtypes


penetrates cuticles

UV/ heat protectant

for healthy hair


never tested on animals

high performance

moisture, control, volume

“Hair is fashion. Fashion is change.”

“Change means being today and sometimes tomorrow. Nothing dates us more than our hairstyle. It must remain current, reflecting where society is and who we are at the moment. For me, the hairstyle is the most creative way of expressing who we are and who we hope to be.”


Born in SOHO, NYC...


Shuga was Created by 2 innovative beauty industry leaders with careers that spanned well over 60 years. In 1981, the New York salon opened at 433 W Broadway in SOHO, New York. John Dellaria (1936-2016) mentored thousands of hairdressers, who adored him and found inspiration in his approach: matching the hairstyle to the person. “Before you look at their hair, see the individual and decide what will make that person look and feel attractive.” His passion led him to be a celebrity hair stylist, national platform artist, and landed him regular top-fashion magazine features. Joe Tucci opened up national distribution with their first product line Ariella and then launching SHUGA in 2006. 


SHUGA is known as an intimate company and respected as one of the leading innovators in hair care formulation. The Shuga Hair Care line consists of nine boutique retail products exclusively for the professional salon market. All products are loaded with SHUGA Complex™, yogurt proteins and natural plant and milk sugars to promote moisture and styleabtlity. Shuga Repairs & Protects with Moisture Binding Yogurt & Plant Sugars. The amino acids in the yogurt have a small molecular weight & are able to penetrate the hair cuticle without weighing it down. After penetrating, these amino acids form a continuous, protective layer on the hair, sealing & improving hair's gloss and texture. 

A new era...

Dana Fountain joined the Shuga team as our national education director in 2009 and partnered as co-owner of Shuga in 2019. Dana has strived to update the company by making Shuga available online, and easing ordering processes. With 40+ years of engineering by real hairstylists, Shuga proves to stand the test of time. 



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