Clairol's Slogans & Taglines

Clairol was founded in 1931 by chemist Lawrence M. Gelb and his wife Joan in New York, after discovering a revolutionary hair-coloring formula during a trip to France. Unlike other dyes that coated the hair, Clairol penetrated the shaft for softer, more natural-looking tones. In 1949, the brand introduced Miss Clairol Hair Color Bath, the first single-step salon hair color, and in 1956 it launched the first at-home hair color kit, democratising beauty for millions of women. The brand was acquired by Bristol-Myers in 1959, later by Procter & Gamble in 2001, and became part of Wella Company in 2020.

The brand's core products are hair coloring and hair care solutions, including permanent and semi-permanent dyes, root touch-up sprays, and colour-protecting shampoos and conditioners. Its portfolio spans iconic lines such as Nice 'n Easy, Natural Instincts, and Perfect Lights, offering salon-quality results at home.

From the groundbreaking 1950s campaign "Does she...or doesn't she?"—which normalised hair coloring for American women—to "If I've only one life to live, let me live it as a blonde," Clairol has consistently challenged beauty norms. In 2023, the brand embraced the modern mantra "It's So Me," celebrating self-expression and DIY beauty for a new generation of empowered consumers.