Sept. 1999 
For the first time Taft directly addresses young and trend-driven consumers with a brand specifically designed for them: Taft Xpress.

May 2001 
Taft Xpress changes its design, becoming more modern in line with its parent brand Taft.

Jan 2004 
Major conceptual change for the brand as it becomes 'Taft Looks': each product is especially developed to give you exactly the look you want. Taft Looks is the first brand to use model shots on the packs to help the consumer decide how they wish to style their hair.

May 2006 
Important design and colour code change really modernise the appearance of the range that continues to meet the needs of its young and dynamic target group.