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Our Manifesto

Pantene is on a mission to give more people, more great hair days, because hair is always more than “just hair.”

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 people 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.

A photo of hair styling tools lying on wooden surface

Great hair days create more great days.

Which is why Pantene is committed to making the best possible hair care—safe and effective—in the best possible way. Every single day, hundreds of Pantene scientists dedicate their time to thinking about the health and safety of you and your hair, your community and the world. Since 1945, when Swiss doctors first discovered the nurturing, hair-boosting benefits of Pantene’s Pro-Vitamin B5, we’ve made healthy hair a reality for hundreds of millions of people around the globe.

We believe in

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Eliminating

hair bias

We believe that everyone should be able to express themselves through their hair. Because cultural and social 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.

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Guaranteening utmost

product safety

We believe that safety and efficacy are non-negotiable. Pantene’s ingredients and products are analysed to provide high safety both for you and the environment. Pantene uses industry leading testing and stability studies to ensure that our products maintain their safety and performance throughout their lifetime.

A photo of different pills and a streak of cream

Mindfully choosing

our ingredients

We believe in the power of nutrients: hundreds of 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.

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Acting for a more

sustainable haircare

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 people to use and for the environment. 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.


We are proud of what we do, and how we do it, and want to share with anyone who is interested. Click through to learn more about our programs to spark social change, our rigorous approach to safety and quality, and our unwavering commitment to the health and wellbeing of the world and all of the people in it.

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OUR PRO-V

nutrient story

Our pro-v discovery

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.

Black and white picture of the montains with text: Born in Switzerland

Our vitamin story

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.

MEET THE PEOPLE

behind our brand

A portrait of Dr. Jeni Thomas on the white background

Dr. Jeni Thomas

Pantene Principal Scientist

“It’s all towards finding new and better ways to get every hair type to the healthiest and most beautiful hair possible.”