News Release

Dresscode Project launches in the UK with PANTENE to help the 93% of the Transgender and non-binary community who have been misgendered during a salon visit

Pantene is working with the transgender and non-gender conforming community to increase awareness on the power of hair and advance its mission to create better hair days for everyone.


Monday, November 18, 2019 10:16 am GMT



Hair is proven to impact on personal identity, self-esteem and confidence. Through a global study with Yale, Pantene showed that hair is critical for self-esteem and is an important extension and expression of identity. Despite this, the transgender and non-binary community often face discrimination and misgendering when trying to achieve the hair that best reflects how they feel.

For transgender people in the UK, how they choose to style their hair is crucial to their gender identity – 96% say their hair is important to their gender presentation*. However, 93% of UK trans people have been misgendered during a salon visit leaving them feeling stressed and anxious about visiting salons.

80% of transgender people in the UK claim they can’t achieve their dream hair because they’re uncomfortable in a gendered salon environment. Pantene believes in great hair days for everyone. This is why Pantene has partnered with the Dresscode Project an alliance of safe hair salon spaces across North America that is now coming to the UK.

Dresscode Project founder Kristin Rankin has been a stylist for over 13 years and started Dresscode Project in the US in 2017. Her inspiration for wanting to stop misgendering and misplacement in salons came after cutting the hair of a transgender woman. Dresscode Project works with salons to educate staff on terminology and salon set up to reduce potential uncomfortable situations via training and an online tool to find participating salons in your local area.

How Pantene is supporting the project

The Pantene and Dresscode Project partnership is Europe wide as part of the brands commitment to exploring the social, psychological and emotional power of hair and its impact on personal identity, self-esteem and confidence. Whatever hair you dream of, Pantene stands with you.

In the UK, Instore in Superdrug from Wednesday 6th November, and on for any Pantene product purchased Pantene will donate to Dresscode Project to help roll out in the UK**.

Pantene’s Power Squad ambassador, Paris Lees, with a collective of other inspirational members of the community - including transgender and gender non-confirming activities Angela Ponce, Travis Alabanza and Lea T - share their hair journeys within the context of their personal transition stories.

Paris says: Particularly as a transgender woman, my hair is such an important signifier of my identity. It makes me feel confident in myself and my femininity.  I consider hair my weapon of choice when it comes to self-expression. The power of hair is so important to me and so many people in my community and that’s why I’m so excited to work alongside Pantene as they support Dresscode Project”

For every share of this film with #powerofhair and @panteneuk, Pantene will donate to the Dresscode Project ***.

Notes to editors:

* The research was commissioned by Pantene and carried out by Ketchum Research in partnership with Opinion Matters. Participants were UK adults (18+) who identify as transgender. The sample size was 206, and fieldwork ran from 21st – 24th October 2019.

**For each Pantene product purchased at Superdrug stores or on between 6/11/2019 and 03/12/2019, Procter & Gamble UK will donate £0.05 to Dresscode Project.

*** for every share of this video between 6/11/2019 and 03/12/2019 using the #powerofhair and tagging @PanteneUK Procter & Gamble UK will donate £0.05 to Dresscode Project up to £3000

Pantene has committed to donate an additional 30,000 USD in 2019 to Dresscode Project (DCP) to support inclusivity training for hair stylists with the ultimate goal of expanding DCPs network globally so that everyone can enjoy better hair days

Pantene’s commitment to Diversity and Inclusion

  • In 2018, P&G, Pantene’s parent company, was one of 13 leading organisations to join forces with LGBT charity Stonewall, to support trans people in the workplace and beyond via the the ‘trans-alliance partnership’

  • P&G has been on a journey of inclusivity for over 25 years, when we first moved to include sexual orientation into the companys’ equal opportunities statement

  • Since then we have championed LGBT rights both inside and outside our company walls, striving to help create a world free from bias where everyone feels valued and included and able to be their true selves

  • We believe that everyone should feel included, irrespective of race, gender, sexual orientation, age, disability or any other diversity – inclusion is the game changer to unleashing everyone’s potential

About Procter & Gamble

P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Fairy®, Febreze®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene® and SK-II®. The P&G community includes operations in approximately 70 countries worldwide.

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