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.

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.

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.

We believe in the power of nutrients: hundreds 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.

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.

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..