Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1945 by Hoffmann-La Roche, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble in 1985 in order to compete in the "beauty product" market rather than only functional products.

By 1994, following its launch in 55 countries, Pantene was the #1 hair care brand around the world with sales reaching over $1 billion USD. By 1996, it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries. Pantene was advertised as approved by Swiss Vitamin Institute.

The brand's best-known product became the 2-in-1 shampoo and conditioning formula, Pantene Pro-V (Pantene Pro-Vitamin). In 1990, Procter & Gamble Taiwan launched a new advertising campaign surrounding its new Pantene Pro-V formula, a combining of Pantene's vitamin formula and P&G's 2-in-1 technology.

Pantene Pro-V was first introduced in Taiwan and a year later in the US and globally. Advertising was developed around a health positioning and customized at the local level with the tagline, "Hair So Healthy It Shines."

Currently, Pantene is widely available in much of the world. Priyanka Chopra and Selena Gomez are the current global ambassadors for Pantene. According to Statista, Pantene was the best-selling shampoo brand in Spain, with an estimated 4.4 million consumers in 2019.

According to en.wikipedia and Statista