In the 1940’s, Swiss dermatologists made an unexpected discovery while treating skin wounds with a vitamin concoction during WWII. A particular ingredient, Pro-Vitamin B5, caused the hair surrounding the treated wound to became noticeably healthier and stronger.

This “miracle” hair health ingredient was bottled up in the original Pantene Lotion, which launched in 1945.

In the 1960s, the brand that many American women would bring home their European travels officially debuted in the United States.

Soon after, Pantene Scientists developed our first conditioner, Treatment de Pantene. Together with Shampoo de Pantene, the pair laid the foundation for today’s Pantene: a global leader in hair repair and health that always begins with Pro-Vitamin B5.

In 1983, Pantene brought its pro-vitamin rich formulas and prestige hair care products from salons and department stores to the mass market, making them accessible to everyone. The brand’s ads embraced broader representation and inclusivity—a principle that still defines Pantene today.

In 1988, Pantene launched its first iconic ad campaign with a bold tagline that shook up the hair care industry. The campaign made a bold statement: beauty isn’t luck, it’s power—and Pantene puts it in your hands. Great hair became a symbol of transformation and confidence.

In the 2010s, Pantene advanced the Pro-Vitamin Complex by adding scientifically proven ingredients – the protective antioxidant, histidine, and replenishing lipids – to Pantene’s signature Pro-Vitamin B5. The result was hair that was stronger than ever before and Pantene’s “Strong is Beautiful” campaign, which celebrated not just beautiful hair, but the strength of the women who wear it.

In 2021, Pantene introduced the Miracle Rescue collection, featuring the brand’s highest concentration of Pro-Vitamins to date. Designed to repair visible signs of hair damage, this innovative lineup delivers deep conditioning and moisturizing benefits, promising transformative results for your hair after just one use.

Today, Pantene continues to redefine healthy hair care with science-backed solutions that deliver real results. The new Pro-V Miracles collection, infused with the Pro-Vitamin Complex + skincare-inspired ingredients, offers luxurious, high-performance hair care without the premium price tag—because everyone deserves strong, beautiful hair.