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Pert Plus was introduced in 1987 by Procter & Gamble as a reformulation of the existing Pert shampoo product introduced in 1980, to become the first 2-in-1 (shampoo plus conditioner) on the market.
Investment firm Najafi Companies acquired North American licensing rights to Pert Plus from P&G in 2006, moving its production to subsidiary Innovative Brands LLC.  In 2010, Innovative sold Pert Plus and Sure to Helen of Troy.
The company has several multi-functional products for various hair types including Pert Plus Medium, Pert Plus Light, Pert Plus Deep, Pert Plus Fresh, Pert Plus Dandruff Control, Pert Plus Thick 'n Full with eucalyptus and rosemary, Pert Plus Dandruff Dismissed with tea tree oil and wild mint, Pert Plus Revive & Rejuventate with lavender and aloe vera, Pert Plus for Men 3-in-1 shampoo plus conditioner plus body wash, Pert Plus for Men Deep Cleansing, Pert Plus for Men Thickening and Pert Plus for Men Daily Dandruff.
In 2009, Pert Plus introduced a new line of men's products called Pert Plus for Men, which features naturally derived vegetable protein and other strengthening ingredients to reduce breakage by nearly one-third. The line also includes the brand's first 3-in-1, a shampoo plus conditioner plus body wash in one.
Pert Plus holds World Records for the "World's Largest Shower" and the "Most People Showering Simultaneously at a Single Venue."