The History of Pantene

The History of Pantene

Pantene is arguably the most famous name in hair care, but just how long has Pantene been around, and what has gone into making it such a recognized authority on beautiful hair? We’ve gone back to the beginning to illuminate some of the milestones in Pantene’s rich heritage.

Early 1940s

It All Starts in Switzerland

During WWII, scientists in Switzerland were charged with the task of finding more effective treatments for burn victims. Their great discovery? Panthenol, the pro-vitamin of vitamin B5 which helped in treating burns.


Pantene is Born
Inspired by Panthenol, Pantene, owned by Swiss drug company Hoffman-LaRoche, makes its debut as a premium hair care line across Europe, replete with glass bottles and prestige scents.


The Leap to America

Demand from European travelers in the United States drives American retailers to import Pantene from Switzerland. The shopping in New York City gets even better when Pantene launches in the U.S. exclusively in upscale establishments.


The Gold Cap

Pantene changed to new packaging with its iconic gold cap, 35 years later, women still remember gold-capped Pantene.


Let’s Get Serious

In the early ‘80s, Pantene expands its product lineup while elevating Pantene’s science as the foundation for beautiful and healthy looking hair with the new Pantene tagline “The Care and Feeding of Beautiful Hair.”


Pop Culture Phenomenon

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Keep hair looking healthy and shiny

Discover Now!

Pantene’s “Don’t hate me because I’m beautiful” campaign becomes one of the most famous and memorable campaigns and taglines in hair care advertising history. And with its acquisition of Pantene in 1985, Procter and Gamble expands Pantene’s distribution on a massive scale, making the hair care technology of Pantene accessible to women everywhere.

Early 1990s

Around the World

Pantene makes its way across the globe, launching in Australia, New Zealand, Central and Eastern Europe, the Middle East, North Africa, Latin America, Korea and Japan. A staggering array of hair care and hairstyling product offerings and a stronger focus on healthy-looking hair.


A Billion Reasons to Believe

Pantene becomes one of P&G’s Billion Dollar brands.

1997 to 1998

The Height of Fashion

Pantene continues its run as a premium hair care brand and media darling with endorsements from top beauty and fashion magazines.

2000 to 2006

Get the Look

Pantene revolutionizes its approach to haircare by making products that cater to the look you want. With many hair care and hairstyling products across the world, Pantene delivers on all your beauty hair care needs and possibilities!


The Structure Revolution

After years of extensive research and development, Pantene launches its most comprehensive and groundbreaking offering yet—customized solutions all based on hair structure. If you know the hair you have, Pantene will give you the hair you want.

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