P&G Japan to Launch Pantene High-Concentration Panthenol Essence Booster Mist for Severely Damaged Hair in Late June 2026

P&G Japan G.K., headquartered in Kobe, announced that its hair care brand Pantene will launch “Pantene Ultimate*4 Essence Booster Mist,” an introductory beauty essence*5 mist designed for severely damaged hair. The product will be available from late June 2026 at selected stores and online shops. Pantene has continued its research into panthenol*6, a vitamin ingredient drawing attention in skin care and other fields. The brand discovered new findings showing that panthenol*6 penetrates deep into damaged hair and further binds with hair proteins*1 to repair it. These findings were accepted for presentation at an international academic conference in September 2025. Created to maximize the power of panthenol*6, the new product contains 30 times more panthenol*7, making it the second most abundant ingredient after water. With continued use, it strengthens hair*2 up to 95% of its original condition. The product is described as the culmination of 80 years of research: a “beauty reawakening*3” mist that strengthens hair*2 up to 95% of its original condition. P&G has long studied panthenol*6, the ingredient from which the Pantene brand name is derived, and has produced many internationally recognized findings. In September 2025, P&G revealed that panthenol*6 binds with proteins inside the hair, becomes part of the hair*1, and repairs and strengthens it*2. The research was presented at the IFSCC international congress, often referred to as the Olympics of cosmetic science. The new “Pantene Ultimate*4 Essence Booster Mist” contains panthenol*6 as the second most abundant ingredient after water. It challenges the conventional image of hair mists as products mainly for fixing bedhead or providing light treatment. Instead, it is a treatment designed to deliver ingredients into damaged hair. With continued use, it strengthens hair*2 up to 95% of its original condition. As the season of intense heat and strong ultraviolet rays approaches, hair is more likely to be exposed to damage. The mist can be used together with other hair care products, and its non-sticky texture makes it suitable as an added step in summer damage care. To use, spray it onto wet hair after bathing. After lightly towel-drying, spray generously from roots to ends. The recommended amount is 15 to 20 sprays for long hair, 10 to 15 sprays for medium-length hair, and 5 to 10 sprays for short hair. After spraying, users can layer their usual hair care products, such as treatment products or hair milk. Pantene recommends starting with 14 days of continuous use. Product information: launch date is late June 2026; sales channels include selected stores and online shops. Product name: Pantene Ultimate*4 Essence Booster Mist. Volume: 75 mL. Price: open price. This new Pantene introductory beauty essence*5 mist was born from more than 80 years of panthenol*6 research. To utilize the “hair structure repair system*8,” in which provitamin panthenol*6 penetrates and accumulates inside the hair and binds with hair proteins, the product contains the highest concentration of panthenol*6 in Pantene history. It repairs and strengthens*2 damaged hair from within, helping hair feel full of resilience and suppleness. *1 Through physical interaction. *2 Refers to strengthening hair through damage repair and improving tensile resistance. Actual effects vary depending on hair condition and other factors. *3 Refers to rediscovering the beauty of hair through continued use. *4 Refers to the amount of panthenol included within Pantene products. *5 Beauty essence ingredient: panthenol. *6 Penetrating moisturizing ingredient. *7 Compared with Pantene’s baseline formulation ratio. *8 The action by which panthenol that has penetrated inside the hair binds with proteins and links internal hair tissue. About Pantene: Pantene provides hair care products that help lead to healthy hair. Its brand philosophy is to “support every person’s positive step forward through the beauty of hair that feels true to them.” Including its premium line “Pantene Miracles,” the brand introduces global research and innovative technologies to respond to changing consumer needs and continuously offer better products. About P&G: P&G touches and improves the lives of people around the world through trusted, high-quality product brands. In Japan, P&G offers a wide range of products, including laundry detergents Ariel, Bold, and Sarasa; fabric softener Lenor; air care product Febreze; dishwashing detergent Joy; Pampers diapers; absorbent care brand Whisper; hair care brands Pantene, h&s, and WANOMI; skin care product SK-II; shaving care brands Gillette, Venus, and Braun; and oral care brand Oral-B by Braun.