| Category | Salon Hair Care |
| Founded | 1954 |
| Headquarters | London, UK |
| Listing | Not separately listed; long a P&G brand, its China business has reportedly been sold to Henkel (listed in Frankfurt) |
| Latest revenue | Group FY2025 net sales USD 84.3bn, net earnings USD 16.0bn |
| Hero SKUs | Repair & Care Shampoo |
Brand History
The brand carries the name of British hairdresser Vidal Sassoon, who opened his London salon in 1954 and reshaped two generations of hair aesthetics with geometric cuts such as the bob; the name later extended from salon professional into at-home hair care. P&G took the brand into its portfolio in the 1980s and developed it into a global 'salon-grade at home' proposition.
In China VS Sassoon long stood for professionalism — hairstylists, backstage and runway imagery, priced above Pantene and below true professional lines. But it was squeezed from both ends: Kérastase above and ingredient-led domestic brands below, with China results under pressure. Public reporting indicates P&G has sold the VS China business to Germany's Henkel, making the brand a textbook case of foreign beauty asset restructuring in China.
Hero Products
Three-Year Financials
| Year | Revenue (USD bn) | YoY | Net profit (USD bn) |
|---|---|---|---|
| 2023 | 82.0 | +2.3% | 14.7 |
| 2024 | 84.0 | +2.5% | 14.9 |
| 2025 | 84.3 | +0.4% | 16.0 |
Brand-level：P&G does not disclose VS Sassoon revenue. Beauty was 18% of FY2025 net sales and hair care organic sales were flat.
Source：P&G 2025 annual report; public reporting on the VS China transaction
Company Coverage
- 2026-01P&G keeps slimming
P&G has sold a series of non-core brands; the VS China business has reportedly gone to Henkel.
Source：Press reports - 2025-07P&G restructures around core
A two-year programme exits selected categories and markets.
Source：P&G release - 2025-03Professionalism gives way to ingredient literacy
Young shoppers trust the ingredient list more than a hairstylist endorsement.
Source：Trade media
Editor's note: VS Sassoon illustrates a mismatch of brand assets: the professional image survives, but what carried it — stylists, salons — has drifted far from the actual purchase reason. Whether Henkel can reactivate it with beauty operating muscle beyond its adhesives business is a harder question than the product itself.