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Pantene is on a mission to give more people, more great hair days, because hair is always more than “just hair.”

Landmark global research conducted by Pantene with Dr. Marianne LaFrance, Ph.D., Professor at Yale University and social psychologist Dr. Adam Galinsky, Ph.D., Professor of Business and Chair of Management Division at Columbia Business School found that hair is the #1 way women express their identity and sense of self to the world. Great hair can kickstart a great day. Great hair goes beyond looking good: it impacts how we each perceive ourselves. When you feel good about your hair, you feel happier, more true to “you”: great hair makes you feel more competent and more confident, more joyful, and more creative.

Our Manifesto - Pantene
Great hair Days - Pantene


Which is why Pantene is committed to making the best possible hair care—safe and effective—in the best possible way. Every single day, hundreds of Pantene scientists dedicate their time to thinking about the health and safety of you and your hair, your community and the world. Since 1945, when Swiss doctors first discovered the nurturing, hair-boosting benefits of Pantene’s Pro-Vitamin B5, we’ve made healthy hair a reality for hundreds of millions of people around the globe



hair bias

We believe that everyone should be able to express themselves through their hair. Because cultural and societal biases force many around the world to conform to rigid non-inclusive hair codes, Pantene has made a long-term commitment to sparking social change to ensure transformative, self-expressive “great hair” experiences for all.

Eliminating Hair Bias - Pantene



product safety

We believe that safety and efficacy are non-negotiable. Pantene’s ingredients are analysed to provide high safety both for you and the environment. Pantene uses industry leading testing and stability studies to ensure that every product maintains its safety and performance throughout its lifetime.

Guaranteeing Utmost Product Safety


our ingredients

We believe in the power of nutrients: hundreds of Pantene scientists, including (145) PhDs, curate safe, effective ingredients from both nature and the lab. But we don’t stop there: we share our formulas with top trusted independent scientific organizations who certify the potency and quality of our nutrient-rich blends.

Mindfully  Choosing our ingredients


sustainable haircare

We believe that we can change the world for the better, and we invest our resources towards this goal. Pantene’s ingredients — as well as our sourcing and production methods — are proven to be safe for humans and for the environment. And every day, our sustainability experts research innovative solutions designed to reduce our footprint, to protect natural resources, and help do our bit for the planet.


We are proud of what we do, and how we do it, and want to share with anyone who is interested. Click through to learn more about our programs to spark social change, our rigorous approach to safety and quality, and our unwavering commitment to the health and wellbeing of the world and all of the people in it.


nutrient story


It was purely by chance that Swiss doctors at an intensive care unit made a discovery that would change the history of hair care. It was the 1940s and they had been working with a brand new treatment to heal serious skin injuries. The treatment had been developed to help regenerate skin tissue. But as they were monitoring their patients, what caught the attention of the doctors was the dramatic effect it was having on hair. They were surprised to see it growing stronger and thicker where the skin had been treated. What was this miracle formula that was causing this effect? It was Pro-Vitamin B5..

Pro-V Nutrient Story - Pantene



Born in Switzerland

Vitamins lens


It was by chance yet again that news of Pro-Vitamin B5 made its way to the attention of beauty buyers for some of Europe’s top department stores. Very soon it became a highly prized and luxury hair tonic. It was in high demand at the most chic beauty counters from London to Paris to Madrid. The fact that it could only be produced in very limited quantities made it very exclusive and even more desirable. The demand for this miracle hair treatment inspired the creation of Pantene. And the world authority in vitamin efficacy—the Swiss Vitamin Institute—certified Pantene’s Pro-Vitamin B5 formula. At first Pantene was only available in Europe, but over the years, hundreds of millions of women from the USA to China have discovered and made it the world’s most popular hair care brand.