FDS is one of the many brands of the Alberto-Culver Company. Introduced in 1966, women have relied on FDS to help them feel fresh for over 40 years. Leonard Lavin founded Alberto-Culver in 1955. After purchasing a small beauty supply company on the West Coast, Lavin enjoyed success in marketing Alberto VO5 Conditioning Hairdressing among Hollywood stylists, who used VO5 to combat dry hair caused by sun and studio lights. From this flagship product, Lavin focused on building the Alberto-Culver Company. His entrepreneurial spirit and focus on innovation continue today, as part of Alberto-Culver's corporate culture.