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Redefining what


As a brand once known for a particular kind of “beautiful hair,” we are tackling conventional stereotypes with “Don’t Hate Me Because I’m BeautifuLGBTQ,” a new message that’s part of our recently launched “Power To Transform” campaign. Created in partnership with GLAAD, the campaign takes the brand’s ubiquitous line from our famous 1986 advertisement to redefine what ‘beautiful’ looks like in today’s world by featuring a range of people within the LGBTQ+ community and their own unique stories of transformation.

“For many in the community, hair plays a pivotal role in their “transformation moment,” said Ilaira Resta, Vice President, North America Hair Care, Procter & Gamble. “In fact, from our research we found that 60 percent of LGBTQ+ persons change their hair when they have a life or identity change. So, whether that means getting a major chop or growing out your locks to defy societal norms, or embracing hair that bends the gender binary entirely – Hair is an impactful visual cue of transformation, and this new campaign from Pantene aims to show the beauty of all transformations and of all people.” Each person featured represents their own transformation and unique sense of self-expression, with three stories being featured in separate supporting campaign videos. One video shares the story of Pooya, a transgender woman from Iran who was once jailed for having hair that was considered too long. “I want to be there for people in a way that I didn’t experience when I was younger, and let them know that there is nothing wrong with them,” Pooya states in the video after joining the initiative in hopes that her story would enable others to see their place in the world and envision the transformations they are capable of.

In addition to being WorldPride sponsors, the launch of “Don’t Hate Me Because I’m BeautifuLGBTQ+” also comes with the announcement of our partnership with GLAAD, which will continue to uplift members of the LGBTQ+ community by celebrating inclusion, representation and freedom of expression. This furthered commitment follows recent global Pantene campaigns in the Philippines and the U.K. which celebrate and showcase transgender beauty and the stories of that community.

“Pantene has raised the bar for authentic inclusion by shining the spotlight on a diverse group of LGBTQ people in this powerful new campaign,” said GLAAD President and CEO Sarah Kate Ellis. “Hearing these LGBTQ individuals speak about their identities as well as their drive to be their true selves will empower other LGBTQ people and remind us all what true beauty is all about.”

In April, we launched our new “Power to Transform” campaign which recognizes, celebrates and gives visibility to those who transform their lives and the world around them every single day. As a result, the brand has committed to telling stories of transformation that defy bias, celebrate personal expression and show a more inclusive world.

We want every head of hair held high with Pride, and encourage the LGBTQ+ community and its allies to express their authentic selves and share their own transformations to show the world all they are capable of and just what “beautiful” looks like. Join in the conversation by watching the campaign video below, using #BeautifuLGBTQ on social media, and visiting our -invalid data- blog page to learn more about the individuals in the campaign.


For three decades, every October 11, the LGBTQ+ community and its allies have celebrated National Coming Out Day—a positive celebration of individuality and expression that encourages everyone to share their truth with the world and celebrate inclusivity. For many in the community, hair plays a pivotal role in their transformation moment with 60% of LGBTQ+ persons saying they changed their hair when coming out.

Now, in support of National Coming Out Day, Pantene is continuing its commitment to sharing diverse stories of transformation by releasing its second installment of its award-winning “Don’t Hate Me Because I’m #BeautifuLGBT+” campaign.

“Coming Out is #BeautifuLGBTQ+” highlights the real coming out stories of different members of the LGBTQ+ community. For Bianca, a woman of trans experience featured in the series, transitioning marked the first time she felt her outside truly matched her inside. The campaign features a range of people with the LGBTQ+ community and their own unique stories of transformation.

Pantene has committed to telling stories of transformation and overcoming obstacles to eliminate bias, celebrate personal expression and show a more inclusive world that emanates a holistic definition of beauty.

Pantene is also supporting the LGBTQ+ community for GLAAD’s Spirit Day by donating 30% of all Amazon sales to the organization on October 17th.

Spirit Day is a day for speaking out against LGBTQ+ bullying and standing with LGBTQ+ youth who disproportionately face bullying and harassment because of their identities. Pantene believes everyone has a right to be their authentic self and joins a worldwide community that stands behind and supports LGBTQ+ youth.

We encourage you to show your support for the LGBTQ+ community on Spirit Day by wearing purple and encouraging others to do the same. You can also pledge your support and donate to GLAAD by visiting