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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.

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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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hair bias

Pantene understands the power of hair and supports everyone’s journey to achieve their hair dreams. Whether someone chooses to wear their hair long, short, curly or straight, Pantene supports great hair for all and believe that everyone should be able to express themselves through their hair.

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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.

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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.

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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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.

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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.


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.”