VO5 Gel Wax

VO5, which stands for "5 Vitamin Oils," is a historic hair care brand that originated in Culver City, California, in 1955. It was initially developed by a chemist and hairdresser to protect the hair of Hollywood stars from the harsh lighting used on film sets. The brand's signature formula features a blend of five essential vitamins and oils, which remains a core part of its identity today. Over the decades, the brand expanded from its original conditioning hairdressing into a comprehensive range of shampoos, conditioners, and styling products like the Gel Wax shown.

Ownership of the VO5 brand is split geographically. In the United Kingdom, Europe, and several international markets, the brand was acquired by Unilever from Alberto-Culver in 2011. Since then, Unilever has managed the brand through its Elida Beauty business unit. However, in the United States and Puerto Rico, the brand rights were divested due to competition regulations and eventually came under the ownership of HRB Brands (formerly High Ridge Brands). In 2024, HRB Brands was acquired by the Italian personal care company Sodalis Group, making Sodalis the ultimate owner of VO5 in the Americas. Manufacturing for VO5 products occurs in multiple locations globally, including the United Kingdom, Slovakia, and Egypt, depending on the specific product line and regional market.