The History of Pantene


1945 | Pantene Is Born

Inspired by the ingredient panthenol, Pantene, owned by Swiss drug company Hoffman-LaRoche, makes its debut as a premium hair care line across Europe, replete with glass bottles and prestige scents.

1960s | The Leap to America

Demand from European travelers in the United States drives American retailers to import Pantene from Switzerland. The shopping in New York City gets even better when Pantene launches exclusively in upscale establishments such as the Waldorf Astoria and Saks Fifth Avenue.

1975 to 1976 | The Gold Cap

Pantene changed to new packaging with its iconic gold cap. 35 years later, women still remember gold-capped Pantene.

1983 | Let's Get Serious

In the early '80s, Pantene expands its product lineup while elevating the brand's scientific expertise and health as the foundation for beautiful hair with the new tagline, “The Care and Feeling of Beautiful Hair.”

1986 | Pop Culture Phenomenon

The Pantene “Don’t hate me because I’m beautiful” campaign becomes one of the most famous and memorable campaigns and taglines in hair care advertising history. And with its acquisition of Pantene in 1985, Procter & Gamble expands Pantene distribution on a massive scale, making the hair care technology of Pantene accessible to women everywhere.

Early 1990s | Around the World

Pantene makes its way across the globe, launching in Australia, New Zealand, Central and Eastern Europe, the Middle East, North Africa, Latin America, Korea, and Japan. A staggering array of hair care and hairstyling product offerings and a stronger focus on hair health make the Pantene Pro-V tagline, “Hair so healthy it shines,” recognizable all over the world.

1995 | A Billion Reasons to Believe

Pantene becomes a billion-dollar brand.

2014 | Healthier Hair with Every Wash

Pantene launches new shampoos and conditioners with first-ever, clinically tested, antioxidant-damage-blocking technology. This damage-blocking technology targets, captures, and helps reduce copper buildup on hair to help prevent oxidative damage, which over time leads to a new dimension of strong, healthy hair.

1997 to 1998 | The Height of Fashion

Pantene continues its run as a premium hair care brand and media darling with endorsements from the Golden Door Salon, Ford Models, Club Evian, Milan Fashion Week, Vogue, Allure, and Cosmopolitan.