TRESemmé
A Unilever hair-care brand founded in the United States and positioned around salon-inspired performance at accessible prices.
Last updated October 26, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
TRESemmé is a hair-care brand that originated in the United States in 1947, when its products were first manufactured by the Godefroy Manufacturing Company in Manhattan, New York City. The name is a phonetic adaptation of the French expression très-aimé, meaning “very beloved,” combined with the surname of hair-care expert Edna L. Emme, after whom the brand was named. From its beginning, TRESemmé was associated with professional hair care rather than ordinary mass-market toiletries. The brand was initially distributed only through beauty salons. Its professional positioning was central to its early identity: products were presented as salon-quality formulas intended for use by hairdressers and for consumers seeking comparable results at home. As awareness and demand increased, TRESemmé expanded beyond salons into supermarkets and pharmacies, creating a wider retail presence while retaining its professional styling image. This transition helped establish the brand’s long-term proposition of delivering salon-inspired care without salon-level pricing. Alberto-Culver, a manufacturer of hair and skin-care products, acquired TRESemmé in 1968. Under Alberto-Culver, the line developed into a broader consumer hair-care range. In 2010, Unilever acquired Alberto-Culver, bringing TRESemmé into one of the world’s largest consumer-goods groups. Following the acquisition, Unilever further expanded and developed the product range and distributed the brand across additional international markets. TRESemmé’s portfolio includes shampoos and conditioners, dry shampoos, mousses, gels, hair sprays, styling sprays, creams, milks, and other treatment or styling products. Formulas are generally organized around hair concerns or styling goals, including smoothing, repair, volume, moisture, heat protection, and manageability. The brand has particularly emphasized products intended to address damage associated with heat styling, including blow-drying and hair ironing. Its offerings have been used in salons in the United States, Canada, the United Kingdom, and parts of Asia. The brand has also invested in consumer education and product discovery. A website tool called PROfiler was available by 2014 and helped users identify products according to their hair characteristics and needs; the tool was no longer available by 2018. TRESemmé has supplemented product marketing with professional and fashion-industry associations. It served as the official hair-care sponsor of Mercedes-Benz Fashion Week in New York in 2014 and had held that sponsorship role since 2006, including the creation of a “Runway Insiders” team featuring model and DJ Harley Viera-Newton. TRESemmé has received beauty-industry recognition, including awards from Cosmopolitan, Allure, and Elle in 2010 and 2011. Its major commercial message has consistently combined professional credibility with affordability, notably through the “Professional, Affordable” advertising platform used in the mid-2000s. The brand remains part of Unilever’s international hair-care portfolio. Its reputation has also been shaped by criticism, most notably a 2020 South African advertising controversy involving racialized descriptions of hair types. Unilever and retail partners responded with apologies, product removals, an investigation, and temporary withdrawal of the range from South African retailers.
History
TRESemmé was first manufactured in 1947 by the Godefroy Manufacturing Company in Manhattan, New York City. The brand was named after hair-care expert Edna L. Emme. Its name combines a respelling of the French phrase très-aimé with part of Emme’s surname. The original business model was professional distribution: TRESemmé products were sold through beauty salons rather than directly through general retail. As the product line gained recognition, distribution expanded into supermarkets and pharmacies. This broadened access while preserving the brand’s association with salon use and professional results. TRESemmé’s enduring commercial identity developed from this combination of professional credibility and comparatively accessible pricing. Alberto-Culver acquired the brand in 1968. Alberto-Culver was active in hair and skin care, and its ownership supported TRESemmé’s development as a larger consumer brand. In 2010, Unilever acquired Alberto-Culver. The transaction transferred TRESemmé to Unilever and was followed by additional product development and international expansion. The modern range covers cleansing, conditioning, treatment, and styling. Products include shampoos, conditioners, dry shampoos, mousses, gels, hair sprays, creams, milks, and other sprays. The brand has marketed products for different hair types and concerns, including smoothing, repair, manageability, and the effects of heat styling. TRESemmé products have been used in salons in North America, the United Kingdom, and parts of Asia. The brand has used digital tools and professional associations to support its positioning. By 2014, its website offered PROfiler, a product-selection tool intended to help consumers match products to their hair needs; the tool was no longer present by 2018. TRESemmé also sponsored Mercedes-Benz Fashion Week in New York. It was identified as the event’s official hair-care sponsor in 2014 and had held the role since 2006. Its fashion activity included a Runway Insiders team featuring model and DJ Harley Viera-Newton. TRESemmé received beauty awards from Cosmopolitan, Allure, and Elle during 2010 and 2011. Advertising in the mid-2000s emphasized the phrase “Professional, Affordable,” reinforcing the distinction between salon-style results and mass-market pricing. In 2020, the brand faced a major controversy in South Africa. A campaign displayed through retailer Clicks used negative descriptions for hair shown on a Black model and more favorable or normative descriptions for hair shown on a white model. The advertising was widely criticized as racist. Protests followed, some Clicks stores were damaged, and South African retailers including Clicks, Shoprite and Checkers, Pick n Pay, Makro, Dis-Chem, and Woolworths announced removals or intended removals of TRESemmé products. Clicks apologized, suspended staff involved in approving the advertisement, temporarily closed some stores, and said it would replace the withdrawn products with locally sourced hair-care brands. TRESemmé also apologized, stating that the campaign intended to celebrate different hair types but that the company had made a serious mistake. Unilever South Africa later announced a ten-day withdrawal, an internal investigation, and disciplinary action. The controversy remains a significant episode in the brand’s history because it challenged the inclusivity of its marketing and caused a temporary interruption of retail distribution in an important market.
- 2020
South African advertising controversy
[1]A Clicks campaign triggers accusations of racism, retailer product removals, protests, apologies, and a temporary Unilever withdrawal.
- 2014
PROfiler product-selection tool is documented
[1]TRESemmé’s website offers a tool designed to help consumers select products for their hair characteristics and needs.
- 2010
Unilever acquires Alberto-Culver
[1]The acquisition places TRESemmé within Unilever’s global consumer-products portfolio.
- 2006
Fashion-week sponsorship begins
[1]TRESemmé begins its association as a hair-care sponsor of Mercedes-Benz Fashion Week in New York.
- 1968
Alberto-Culver acquires the brand
[1]TRESemmé becomes part of Alberto-Culver, a hair- and skin-care manufacturer.
- 1947
TRESemmé is launched
[1]The Godefroy Manufacturing Company first manufactures TRESemmé products in Manhattan, New York City, initially for distribution through beauty salons.
Products and positioning
Salon-inspired hair care with professional performance and accessible mass-market pricing.
Hair cleansing and conditioning
Shampoos and conditioners
The core TRESemmé range includes shampoos and conditioners formulated around different hair types and care objectives. Product families have addressed concerns such as smoothing, moisture, repair, manageability, and protection from styling-related damage. These products carry the brand’s central promise of salon-inspired performance for home use.
Smoothing hair care
TRESemmé Keratin Smooth
Keratin Smooth is a smoothing-focused product family associated with reducing the appearance of frizz and improving manageability. It represents TRESemmé’s emphasis on polished, salon-style results and is commonly positioned for hair exposed to routine heat styling or difficult-to-control texture.
Botanical-positioned hair care
TRESemmé Botanique
Botanique is a TRESemmé hair-care line presented around botanical or nature-associated ingredients and a softer care proposition. It extends the portfolio beyond strictly performance-led salon messaging while remaining within the brand’s shampoo, conditioner, and treatment framework.
Hair styling
Styling products
TRESemmé’s styling portfolio includes mousse, gels, hair sprays, styling sprays, creams, and milks. These products are intended to support hold, volume, smoothing, texture, finishing, and styling control. The range enables the brand to participate in the complete at-home styling routine rather than only cleansing and conditioning.
Hair cleansing
Dry shampoos
Dry shampoos broaden TRESemmé’s cleansing offer for consumers seeking between-wash freshness or additional styling convenience. They fit the brand’s broader emphasis on practical, salon-inspired solutions for maintaining hair appearance between conventional washes.
Controversies
2020
South African racial-marketing controversy
A TRESemmé advertisement shown through Clicks described hair associated with a Black model with terms such as “dull and frizzy” and “dry and damaged,” while hair associated with a white model was described as “fine and flat” and “normal.” The campaign caused a national backlash, political criticism, protests, and temporary or intended product removals by multiple retail chains. TRESemmé apologized and said the campaign was intended to celebrate all hair types but acknowledged that it had failed. Unilever South Africa announced a temporary withdrawal, an internal investigation, and disciplinary action.
2020
Unilever South Africa responds to backlash over advertising images
Unilever South Africa said the images it supplied for the Clicks website were racist and apologized. It said it was investigating what happened, reviewing marketing campaigns and images, and taking steps to strengthen diversity and inclusion in advertising and training. It also said it had asked retailers to remove TRESemmé from shelves for 10 days, as agreed with the EFF.
Marketing campaigns
- 2020Clicks South Africa advertising campaign
South Africa
A retail campaign displayed different hair descriptions beneath Black and white models. The wording was widely condemned as racially discriminatory and generated protests and retailer action.
Outcome. The campaign was withdrawn; Clicks apologized and suspended personnel involved in approving it, while TRESemmé and Unilever South Africa apologized and investigated.
- 2006Mercedes-Benz Fashion Week sponsorship
United States
TRESemmé became a hair-care sponsor of Mercedes-Benz Fashion Week in New York, linking the brand with runway hairstyling and professional beauty culture.
Outcome. The sponsorship continued through at least the 2014 event.
- 2006Runway Insiders
United States
The brand created a Runway Insiders team connected with its fashion-week sponsorship; the team included American model and DJ Harley Viera-Newton.
Outcome. The initiative reinforced TRESemmé’s association with runway styling and fashion professionals.
- 2006Professional, Affordable
United States
TRESemmé advertising used the “Professional, Affordable” platform to communicate salon-inspired quality at a mass-market price.
Outcome. The platform articulated the brand’s long-running positioning.
Brand decisions
2020
Temporary South African product withdrawalStrategyBackground
Retailers and consumers reacted strongly to a controversial Clicks advertisement, and political groups called for TRESemmé products to be removed.
Action taken
Unilever South Africa agreed to remove TRESemmé products from retailers for ten days, investigate the campaign, and take disciplinary action.
Aftermath
TRESemmé and retail partners issued apologies or removal announcements, while the company sought to address the campaign’s racial implications.
2010
Unilever acquisition of Alberto-CulverM&ABackground
Alberto-Culver owned TRESemmé as part of its hair- and skin-care business.
Action taken
Unilever acquired Alberto-Culver, including TRESemmé.
Aftermath
Unilever further developed the line and added products as it integrated the brand into its international portfolio.
1968
Alberto-Culver acquisitionM&ABackground
TRESemmé had developed from a salon-distributed product line into a broader hair-care brand.
Action taken
Alberto-Culver acquired the TRESemmé brand.
Aftermath
The brand continued expanding its consumer product range and retail distribution.
Recent events
TRESemmé launches Silk Press haircare line in Malaysia[3]
Reported:
TRESemmé launched its Silk Press haircare line in Malaysia. The four-step line is presented as a heat-free straightening haircare series.
Colors signs 15 sponsors for Bigg Boss 14[4]
Reported:
Colors signed 15 brands as sponsors for the upcoming season of Bigg Boss 14, including Mobile Premier League as presenting sponsor, Dabur Dant Rakshak Ayurvedic Paste and TRESemmé as “powered by” sponsors, and Lotus Herbals as beauty partner.
Unilever South Africa responds to backlash over advertising images[2]
Unilever South Africa said the images it supplied for the Clicks website were racist and apologized. It said it was investigating what happened, reviewing marketing campaigns and images, and taking steps to strengthen diversity and inclusion in advertising and training. It also said it had asked retailers to remove TRESemmé from shelves for 10 days, as agreed with the EFF.
Sources4 sources
Cite this profile: Cite the canonical profile. /brand-wiki/tresemmé · Editorial policy · How profiles are compiled