Pantene’s newest launch is more than a decade in the making, in development since 2013. The brand published two clinical studies along the way and has now brought its Abundant & Strong Collection to market, in December 2025. The launch is supported by a 360-degree campaign, “Stop The Shedding,” which includes a film and partnerships with mega-influencers including Alix Earle and Abbey Yung. It worked with the Grey agency on the creative component of the campaign and Omnicom on its creator partnerships. The Abundant & Strong Collection is designed to address hair shedding, based on Pantene’s research linking oxidative stress to the issue. Because oxidative stress affects nearly everyone — similar to why antioxidants are widely recommended in skin care — antioxidant-rich hair care may benefit consumers even if they do not perceive themselves to have scalp concerns. “The thing that you don’t necessarily see or feel that’s impacting your scalp condition is basically free radicals, from UV, from pollution and just from the environment,” said Jeni Thomas, Ph.D., global principal scientist for Pantene. To counteract that inevitability, the collection combines Pantene’s signature pro-vitamin B5 with niacinamide and piroctone olamine, an antioxidant said to help reduce free radicals on the scalp’s surface. The lineup includes a shampoo, a conditioner and a serum priced at $17.69, $17.69 and $23.99, respectively, on Target.com. In clinical studies, hair appeared visibly thicker after one use; after four weeks, 77% of participants experienced less hair loss; after six weeks, more than 85% noticed increased hair…
