The Mysterious V-7

Vitalis Hair Tonic's history dates to the mid-1920s when it was introduced by Lewis Brothers, Inc., originally based in New York City. The product was trademarked as "Elbee Vitalis" in 1924, with ELBEE being a phonetic spelling of the founders' initials, L.B. Though initially marketed as a scalp treatment to stop dandruff, by the 1930s, the focus shifted toward styling, and it became a staple in men's grooming routines. Vitalis remained particularly popular in the 1940s to 1950s, aligning with the neat hairstyles of numerous Hollywood leading men.

Bristol-Myers acquired the product from Lewis Brothers, Inc. in 1931, and began extensive national advertising campaigns, including the famous "60-second workout" slogan, which emphasized its use for a healthy scalp and well-groomed hair. The product was further refined with the incorporation of a new greaseless grooming discovery called V-7, which was later identified as trimetazidine, a sedative, years before it was used to treat angina and, more recently, as a performance-enhancing drug. Vitalis's primary active ingredient was alcohol (not for performance), which provided the drying and styling properties. The mysterious V-7 was eventually removed, and the new Vitalis became merely scented water that did not offer any hold.

Despite more rumors of its demise, Vitalis Hair Tonic remains available for purchase through major retailers and online platforms.