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People ranked hair as one of the most powerful ways to tell the world who they really are—more powerful than either clothing or makeup. Yet, in many countries and cultures, strong social and cultural biases make it impossible for many to use their hair to express their identity, to celebrate their individuality. Pantene is committed to eliminating hair-related discrimination and ensure everyone has a chance to express their true self – who they are or want to be - through their hair. Whatever their hair type, gender identity, ethnicity or age without any social or cultural bias getting in their way.

Our squad of passionate Pantene employees around the world has been running local campaigns, often partnering with NGOs, Associations, governments and citizens to influence policies and help change the social & cultural norms around hair. We know this won’t be an easy task, and we are just at the beginning of a long journey!


around the world

When you look for a job in Japan, you are forced to follow the unspoken rule to look and act in the certain way to prove that you can follow the crowd and ‘fit to the social expectation. Pantene tackled this uniform-like look of Japanese job-hunters with a widely-viewed campaign celebrating the mold-breaking hairstyles of real, newly-hired employees. To act further, Pantene worked hand in hand with 139 companies, including the Ministry of Economy, Trade and Industry, to change hair rules for pre-hire’s ceremony (naiteishiki) as well as job hunting interviews. At a subsequent job fair, so many candidates arrived in individualized looks, local newspapers attributed it to Pantene’s campaign.

A few months later, Pantene launched its Home for the Holidays campaign based on a simple insight: 137 million Americans travel home for the holidays every year but 44% of LGBTQ+ people feel they can’t come home as their true selves, fearing tp—p-heir identity, including hair, makeup and wardrobe, won’t be accepted. To raise awareness and empathy around this issue, Pantene, GLAAD and the Trans Chorus of Los Angeles created “Going Home for the Holidays”, a video series sparking conversations around the tensions and challenges LGBTQ+ community members can face. Pantene also made a $100,000 donation to Family Equality, which envisions a world in which every LGBTQ+ person has the right and the opportunity to form and sustain a loving family.

Those two words are not only vague in meaning but also surrounded with personal bias and society’s preconceptions about beauty. With half a million female graduates every year, “berpenampilan menarik” has a potential to affect them, particularly at this stage of life where independence, success and passions are suddenly more important than ever. So, does that really mean that young women have to look a certain way to achieve great things in life? With a focus on hair, Pantene conducted a social experiment to see how this problem manifests as part of its new campaign in Indonesia, #RambutTanpaBatas.


Dark hair
We continue to widen our range of products to address hair of every type, from fine to highly textured, and at every life stage.
Red hair
We actively recruit employees of all identities, backgrounds, and beliefs, and has a strong record of promoting women in leadership.
Brown hair
We work with suppliers who hire inclusively & follow a zero-discrimination policy.
Blonde hair
We seek to cast a diverse range of inspiring spokespeople who we encourage to be authentic, true to themselves, & inspired to raise their voices for the causes close to their hearts. Our aim is to create ad campaigns produced by diverse, including women-led, production teams.