Our History
The Decore Story
From a Sydney salon in 1939 to an Australian icon. A rich legacy of innovation, culture and unforgettable moments.
Born in 1948, Decore entered the market as a luxury salon product servicing Australia's “Opera Set” — a symbol of elegance and sophistication, and the go-to choice for women seeking premium hair care. Through the 60s and 70s it made its way onto supermarket shelves and quickly became a beloved household name.
The true turning point came in 1988, when a groundbreaking advertising campaign — infused with infectious music, Aussie wit and a sense of fun — turned Decore from a haircare product into a pop-culture phenomenon.
-
1939
Austrian hairdresser Sigmund Sperling moves to Australia and opens a salon in Sydney's Sussex Street.
-
1948
Sperling develops a range of shampoos and hair colorants and launches the first Decore product line for his salons.
-
1964
Sperling sells his company to the Australian division of the British toiletries and pharmaceuticals company Reckitt & Colman.
-
1977
Reckitt & Colman reposition the Decore line and introduce it to the supermarket sector.
-
1988
The famous “de de de Decore” shampoo commercial is released into the market, causing a nationwide sensation.
-
2007
Reckitt & Colman ceases trading, and the Decore brand is sold to an overseas multinational company.
-
2021
The Decore brand is repurchased by Australian interests to relaunch the iconic brand for a new generation of Australians.