Smooth on this serum for luscious-smelling hair.

Hairstylists launch product lines these days as frequently as dermatologists put their names on sunscreens and serums. Any stylist who has ever touched the head of a celebrity, from Ken Paves (Jessica Simpson), Chris McMillan (Jennifer Aniston), Oribe (Jennifer Lopez) and, of course, Frédéric Fekkai (everybody else), is selling shampoo, conditioner and styling elixir that promise to deliver red-carpet hair.

The latest to enter this crowded market is Umberto — for the record, his surname is Savone — whose celebrity clients include Janet Jackson and Christina Applegate. Umberto’s eponymous salon has been a Beverly Hills, CA, fixture for more than a quarter-century in all its over-the-top Romanesque grandeur. But he has chosen to make his new line accessible and affordable. It’s available exclusively at Target and the most expensive item is the $12.99 round brush (the combination of boar and nylon bristles really grip the hair and the ergonomic wood handle feels terrific in the hand). Among the standout products are the Blow Dry Lotion, which protects against heat damage and cuts drying time, and the Roman Oil Serum, a silicone styling product that contains olive oil and luscious-smelling gardenia essence (both $9.99).

In the next few weeks, the Collagen Pre-Shampoo Treatment will debut. At just a penny under 10 bucks, it’s being touted as “revolutionary,” and there really is something groundbreaking about this product; namely, the “pre.” Unlike slow-acting deep conditioners that require you to stand around in the shower wasting water or post-shampoo treatments that mean you have to get out, dry off and then step back in, Umberto’s collagen treatment goes on dry hair before shampooing. You leave it on for 10 minutes, then shampoo and condition as usual.

We got to preview the treatment at the Umberto Beverly Hills salon, and it really did leave our hair remarkably soft and shiny. Do you have any mass-market beauty favorites? Tell us about your top product picks below!

Tags: Beverly Hills, Business, California, Chris McMillan, Christina Applegate, Culture, Frédéric Fekkai, Hairdressers, Hairdressing, head, health, Human Interest, Janet Jackson, Jennifer Aniston, Jennifer Lopez, Jessica Simpson, Ken Pavés, olive oil, Oribe, Shampoo, silicone styling product, standout products, Toiletry, Umberto Beverly Hills, USD