ARIELLA INC. was established in 1990 by John Dellaria and Joe Tucci.  Compared to America’s mass-market salon brands, ARIELLA became known as an intimate company and respected as one of the leading innovators in the hair care field. The John Dellaria Line was launched in 1982 and included the infamous Play Gel and Spray Gel.

Another innovation, D-Chrome bleach continued Joe and Johns’ reign as product innovators.

Next there was Ariella. The first professional hair care products packed in aluminum cans…Style Dressing and Dressy Mist.

Today there’s   ShugaLong before there was emphasis on highlighted hair, John and Joe realized that animal proteins that were key to high performance salon products had been replaced with lesser performing synthetic proteins.

The search: John and Joe started searching for strengthening and conditioning proteins that were “politically correct” and performed exceptionally without negative side effects.

The discovery: Shuga Complex™…makes YOU go “wow” when salon professionals use Shuga products on your hair.

Yogurt proteins and natural plant and milk sugars in Shuga Complex™ are delivered deeply into the hair where needed using nanotechnology. That’s why we say “Shuga cares deeply about your hair…One Strand at a Time!”

John’s artistic wisdom, Joe’s marketing and packaging expertise, extensive scientific research, never ending salon testing and the advanced knowledge of what hair requires to perform has made Shuga from Ariella Inc. the hottest new professional hair product on the market.


Joe Tucci





photo_johnJohn Dellaria