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.