CLEAR is a global hair-care brand best known for its anti-dandruff shampoos and scalp-care products. Owned by Unilever, the brand is marketed across numerous countries, with a significant presence in Asia, including the Philippines, as well as in the Middle East, Europe, Africa, and Latin America. Unilever lists CLEAR among its major global hair-care brands.

The history of CLEAR dates back to 1975, when the product was first introduced under the name Clinic. The brand subsequently transitioned to the CLEAR name in the early 1980s; the commonly cited English-language history gives 1982 as the official launch of the CLEAR moniker. The brand’s origins are traced to Italy.1

From its inception, the central purpose of the product was to address dandruff specifically, rather than functioning merely as a conventional cleansing shampoo. CLEAR describes its long-term mission as providing an effective solution to dandruff while increasingly addressing the overall condition of the scalp itself.2

During the 2000s, CLEAR became an increasingly important international brand for Unilever. In its 2007 annual review, Unilever described simultaneous CLEAR launches in major markets including China, Russia, Brazil, the Philippines, Pakistan, Egypt and Arabia. This expansion highlighted the brand as one of its first major Asian hair-care brands to be developed into a global offering.3

CLEAR is part of Unilever, the multinational consumer-goods company whose portfolio includes brands such as Dove, Sunsilk, Vaseline and TRESemmé. Unilever has identified CLEAR as one of its important global hair-care brands and has continued investing in its science, formulation and marketing.4

The primary point of differentiation for CLEAR is anti-dandruff and scalp care. Historically, anti-dandruff shampoos tended to focus heavily on removing visible flakes. However, CLEAR’s brand philosophy has increasingly emphasized the scalp as the underlying focus, arguing that maintaining a healthier scalp environment can help address recurring dandruff.

CLEAR describes its approach as combining scalp care with skin-care concepts. International materials refer to technologies such as Bio-Booster, which incorporates ingredients including niacinamide (vitamin B3) and amino acids.5

Communication in key Asian markets similarly emphasizes the idea that effective dandruff care should go beyond simply washing away flakes. For instance, newer formulations are often described as combining scalp and skin care, with Vitamin B3 and protein components intended to help eliminate, fight and prevent visible dandruff.6

The CLEAR product portfolio is built around different scalp and hair concerns rather than a single universal shampoo. In markets such as Indonesia, which shares similar product positioning with the Philippines, the current portfolio includes products positioned around:

• General anti-dandruff care
• Oily scalp
• Itchy scalp
• Freshness and cooling
• Hair fall/breakage concerns
• Odor and freshness
• Men’s scalp care
• Different hair and scalp needs for women

Specific variants promoted in the region include CLEAR Menthol Segar, CLEAR Perawatan Komplit, CLEAR Lemon Bersih & Segar, CLEAR Coconut Fresh & Fragrant, CLEAR Anti Ketombe & Rambut Rontok, and various men’s variants.7

A major development in CLEAR’s marketing has been its movement toward scalp-barrier science. The brand states that dandruff susceptibility can be associated not only with microorganisms on the scalp but also with the condition of the scalp’s protective barrier. Research-oriented material discusses factors such as scalp moisture and lipid levels, presenting scalp-barrier support as an important part of its anti-dandruff strategy.8

Niacinamide

Niacinamide, also known as vitamin B3, has become particularly prominent in newer CLEAR formulations and marketing. The brand describes niacinamide as helping to support the scalp’s natural defenses. In several Asian markets, newer products prominently advertise higher concentrations or formulations based around niacinamide; for example, certain men’s ranges have been promoted with 10X Niacinamide.9

Anti-dandruff actives

Educational materials in the region also discuss piroctone olamine as an anti-dandruff active used in formulations designed to interrupt the dandruff cycle, alongside niacinamide for scalp care.10

Formulations vary substantially between countries and individual products, so the ingredients of one CLEAR shampoo should not automatically be assumed to apply to the entire global product range.

CLEAR is notable for its gender-specific product positioning. The company states it was the first anti-dandruff shampoo brand to develop separate solutions based on perceived differences between male and female scalps. International materials characterize men’s scalps as generally having higher sebum production, while women’s products emphasize moisture and hydration.11

This distinction led to separate CLEAR Men and CLEAR Women product families in various markets, including the Philippines. The strategy extends beyond packaging; CLEAR presents the different ranges as being formulated around distinct scalp characteristics and needs.12

CLEAR evolved from a relatively localized product into a major international Unilever hair-care brand. Unilever’s 2007 reporting is particularly significant because it describes the coordinated international rollout of CLEAR across several large hair-care markets. The company attributed this expansion to a standardized global approach to packaging, formulation and marketing, while allowing the brand to operate across different regional markets.13

The brand is not necessarily called CLEAR everywhere. Regional variants have historically included:

• Ultrex — Greece
• Linic — Portugal
• Pure Derm — India, according to the English-language brand history

Southeast Asia represents one of CLEAR’s most important regions. In markets like Indonesia and the Philippines, the brand positions itself strongly around anti-dandruff efficacy, scalp health and confidence. The local philosophy describes the brand’s purpose as helping people feel confident enough to show themselves without hiding perceived imperfections such as dandruff.14

In some jurisdictions, CLEAR is described as the No. 1 anti-dandruff shampoo, although such claims are brand assertions and should not be interpreted as independently established global rankings.15

Regional product lines also emphasize long-lasting freshness. Several current products are marketed around 48-hour freshness or protection, with specific claims varying by product variant.16

CLEAR’s advertising has historically connected dandruff control with personal confidence. Rather than presenting dandruff solely as a hygiene problem, the brand frequently frames it as something that can interfere with people’s confidence and willingness to be seen. This positioning often utilizes the concept of having “nothing to hide.”17

The brand has relied heavily on celebrities and sports personalities in different markets. Notable ambassadors associated with CLEAR have included Cristiano Ronaldo and various major Asian entertainment and sports figures.18

The choice of ambassadors has helped CLEAR position itself not merely as a functional shampoo, but as a confidence-oriented lifestyle and grooming brand.

The technological positioning of CLEAR has changed considerably over time.

Earlier positioning

Historically, the emphasis was primarily on:

Removing dandruff and controlling the microorganisms associated with it.

Unilever’s 2008 annual report, for example, described CLEAR’s anti-dandruff technology in terms of its ability to destroy dandruff-associated microbes and help prevent dandruff from returning with frequent use.19

More recent positioning

The emphasis has since expanded toward:

Anti-dandruff + scalp health + scalp-barrier support.

Current CLEAR materials emphasize technologies combining anti-dandruff treatment with scalp and skin care, including niacinamide and other conditioning or nutritional components.20

This represents a broader shift in the shampoo category from simply “clean hair” toward “healthy scalp.”

CLEAR has participated in sports marketing to reinforce its brand values. One notable example was its sponsorship of the Lotus Renault F1 Team during the 2012 and 2013 Formula One seasons.21

Sports sponsorship aligns with the brand’s broader marketing association between confidence, performance, appearance and being seen by others.

CLEAR can be understood through four interconnected ideas:

1. Anti-dandruff expertise: Dandruff control remains the fundamental reason for the brand’s existence.
2. Scalp health: Modern CLEAR products increasingly frame the scalp as the foundation of healthy hair.
3. Science and technology: The brand uses ingredient and technology claims—including niacinamide, anti-dandruff actives and scalp-barrier concepts—to differentiate itself from ordinary cleansing shampoos.
4. Confidence: Advertising turns the functional problem of dandruff into an emotional proposition: people should feel confident being visible without worrying about flakes.

CLEAR is significant from a branding perspective because it has evolved from a functional anti-dandruff product into a broader scalp-care brand. Its development can be summarized as:

Clinic → CLEAR → anti-dandruff specialist → global hair-care brand → scalp-care and confidence brand

While the fundamental promise has remained relatively stable—helping consumers deal with dandruff—the explanation for why the product works has become increasingly sophisticated. Earlier communication focused on dandruff removal and microbial control, whereas contemporary communication emphasizes scalp health, barrier function, nutrition and recurrence prevention.22

In summary, CLEAR is Unilever’s globally marketed anti-dandruff and scalp-care brand, originating in the 1970s and built around the idea that effective dandruff control should combine anti-dandruff technology with healthier scalp care, ultimately giving consumers greater confidence.23

1. Clear (shampoo)
2. Clear (shampoo)
3. Mengenal Perbedaan Kandungan Setiap Shampo CLEAR | Clear
4. CLEAR’s Expertise | CLEAR
5. Our Expertise | CLEAR
6. Filosofi Clear: Percaya Diri dengan Perawatan Rambut | CLEAR
7. Shampo Anti Gatal CLEAR – 48 Jam Segar, Bebas Ketombe
8. Sampo Anti Ketombe Pria Terbaik | CLEAR
9. Shampo Anti Ketombe untuk Kulit Kepala Berminyak | CLEAR
10. Sampo Ketombe yang Bekerja Sejak Pencucian Pertama | CLEAR
11. List of Unilever brands
12. Anti Apek & Bau Sampo No.1 Anti Ketombe di Indonesia | CLEAR
13. CLEAR’s Expertise | CLEAR
14. Clear – Wikidata
15. Category:Clear (shampoo) – Wikimedia Commons
16. Clear (brand)
17. Perawatan Rambut & Kulit Kepala: Solusi Anti Ketombe | CLEAR
18. Anti-Gatal CLEAR: Atasi Gatal & Ketombe Secara Cepat | CLEAR
19. CLEAR’s Expertise | CLEAR
20. CLEAR’s Expertise | CLEAR
21. Clear (shampoo) explained
22. Clear (shampoo) – English Wikipedia | WikiRank
23. About: Clear (shampoo)