Pantene

Now more than ever, Pantene focuses on providing customized hair care products that empower women to look and feel their best every day.

For more than 60 years, Pantene has offered consumers unsurpassed quality in state-of-the-art products that have exemplified serious hair care and a hands-on approach of achieving beautiful, healthy hair.

The Pantene name refers to panthenol, a compound developed in Switzerland in 1940. During experimental treatments to cure burns in WWII, panthenol was found to improve the health, elasticity, and moisturization of hair. Swiss drug company Hoffman-La Roche developed Pantene as a shampoo and launched in Europe in 1947.

In the early years, Pantene was available only in Europe, where carefully tested Pantene formulations quickly gained a reputation for excellence. In fact, it was demand by European travelers that drove American retailers to import Pantene from Switzerland. In the U.S. it had limited distribution and a strong niche market in department stores.

After Procter & Gamble acquired Richardson-Vicks in 1985, Pantene was relaunched nationally in the U.S. and business grew via increased distribution. Since then, with expansion into Asia, Pantene has become a global brand.