VO5 Styling Gel

VO5 (originally Alberto VO5) is a long-standing hair care brand that originated in the United States. It was created in Culver City, California, by a chemist and hairdresser who developed a formula based on five vitamin oils to protect hair from the harsh lighting and conditions on Hollywood sound stages. The brand rose to global prominence after being acquired by Leonard Lavin in 1955 under the Alberto-Culver Company.

In 2011, the global consumer goods giant Unilever acquired the Alberto-Culver Company. However, due to antitrust regulations in the United States, Unilever was required to divest the VO5 brand in the US and Puerto Rico. Consequently, while Unilever remains the ultimate owner of VO5 in international markets—including Europe, Australia, and Africa—the US rights were sold to Brynwood Partners and are currently held by Sodalis Group (via Sodalis USA). This specific product, as indicated by the packaging, is manufactured in Poland for the European market where Unilever maintains ownership.