Pantene Unveils Latest Innovation With “As Seen in Alix’s Shower” in Partnership With Alix Earle

Pantene is back in Alix Earle’s shower with Pantene’s Abundant & Strong 3-step system for stronger, fuller hair—and a limited Alix x Pantene Kit

CINCINNATI--(BUSINESS WIRE)--Pantene is once again partnering with social media sensation Alix Earle, taking fans back into her shower to introduce Pantene’s latest groundbreaking innovation. Almost a year after Alix’s viral post about Pantene, the #1 most awarded haircare brand* is launching “As Seen in Alix’s Shower,” starring the Abundant & Strong 3-Step System. It gives an inside look at the routine that helps Alix maintain her full, healthy hair. Pantene is even offering limited-edition Alix x Pantene Kits, for anyone eager to try out her routine for themselves.

Building on Alix’s longstanding love for the brand—from her viral post when she was home for the holidays last year to the spring’s Unexpired Pantene collaboration, this partnership brings her everyday ritual front and center with simple tips, relatable routines, and accessible results without the $180 price tag.

“We are pulling back the curtain to show fans an inside look at my shower again,” said Alix Earle. “You all know that I love Pantene, and this new collection has given me incredible results. It’s so simple —shampoo, conditioner, serum—and I stick to it because it easily fits into my routine. I notice less shedding on my brush, my hair looks fuller in photos and videos, and the serum is lightweight, so my roots never feel greasy.”

“Alix has been a true Pantene fan from the start, and this partnership honors that authenticity,” said Robert Reiss, VP, Pantene North America. “She shows how easy it is to stick with a simple routine that makes hair look thicker right away—and, with consistency, helps it look healthier, fuller, and with less shedding over time. We’re thrilled to introduce truly breakthrough innovation that addresses a common concern – hair shedding – and makes healthy hair accessible.”

“At Pantene, our science focuses on making strong, healthy hair simple and accessible,” said Dr. Jeni Thomas, Global Scientific Communications Director at Pantene. “Abundant & Strong was developed through clinical studies with leading dermatologists to increase hair density by strengthening hair from its roots to the tips. Alix shows how easy it is to incorporate into your routine, so you can see results both instantly and over time.”

Pantene is introducing the Alix x Pantene Kit—a limited-edition set featuring the three Abundant & Strong steps from Alix’s shower in one bundle, plus a free cosmetics bag and hairbrush. Act fast! The Alix x Pantene kit is only available for a limited time – grab yours before they are gone!

To shop the Pantene Abundant & Strong collection, visit Pantene.com/AlixEarle or pick up the products from local retailers nationwide.

*2017-2025 hair care awards from US Beauty & Lifestyle publications/websites

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