Schwarzkopf Professional Leverages Pop Culture for Haircare Success

The German haircare brand partners with top celebrity stylists to boost brand visibility and influence.

Published on Mar. 2, 2026

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Schwarzkopf Professional, owned by Henkel, is strategically embedding itself within Hollywood's elite hairstyling circles, capitalizing on high-profile celebrity transformations to boost brand visibility and influence within the professional salon industry. The company is forging 'authentic partnerships' with leading colorists, rather than pursuing direct sponsorships, to connect the brand to pop culture moments and red carpet looks.

Why it matters

This strategy reflects a broader shift towards leveraging the influence of key stylists who shape the looks of A-list celebrities. By partnering with top colorists like Kari Hill and Tracey Cunningham, Schwarzkopf is able to directly impact the hair transformations of prominent actors and athletes, generating organic press coverage and equipping salons with the tools to replicate the looks.

The details

For actress Sarah Pidgeon's transformation into Carolyn Bessette Kennedy, Schwarzkopf partnered with celebrity colorist Kari Hill, who utilized the brand's products to transition Pidgeon's dark brown bob into the desired '90s blonde look. Hill developed a unique 'foiled cashmere' and 'Bessette blonde' technique to achieve the specific shade. Schwarzkopf has actively leveraged Hill's work, creating free digital education and in-person masterclasses for professional stylists. The brand has also collaborated with other top stylists like Jacob Schwartz and Tracey Cunningham, resulting in paid partnerships where celebrities promoted Schwarzkopf products.

  • In 2023, Schwarzkopf collaborated with colorist Jacob Schwartz during the 'Barbie' press tour.
  • In 2025, Schwarzkopf partnered with stylist Tracey Cunningham to work with Lindsay Lohan during her 'Freakier Friday' press tour.

The players

Schwarzkopf Professional

A German haircare brand owned by Henkel, a multinational consumer goods company.

Kari Hill

A celebrity colorist whose client list includes prominent actresses such as Lisa Kudrow, Ali Larter, Shailene Woodley, Julia Roberts, Renee Zellweger, Zooey Deschanel, and Anna Faris.

Sarah Pidgeon

An actress who underwent a transformation into Carolyn Bessette Kennedy for the FX limited series 'Love Story: John F. Kennedy Jr. & Carolyn Bessette.'

Alysa Liu

An Olympic gold medalist known for her signature 'halo hair' style, which was created by hairstylist Kelsey Miller using Schwarzkopf products.

Michelle Chandler

The general manager of Schwarzkopf Professional, who previously led Henkel-owned brand Pravana hair color for 16 years.

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What they’re saying

“We're taking big bets on authentic partnerships that connect us to pop culture — those transformations and red carpets — and really plugging into, and leveraging, our Los Angeles home.”

— Michelle Chandler, General Manager, Schwarzkopf Professional (Glossy)

“In the '90s, hair color was particularly different from how it is today. Highlights were more vibrant and bolder; it was bold and gold.”

— Kari Hill, Celebrity Colorist (Glossy)

What’s next

Schwarzkopf is in discussions regarding a potential partnership with hairstylist Kelsey Miller and Olympian Alysa Liu, following the discovery of Liu's signature 'halo hair' being created using Schwarzkopf products.

The takeaway

Schwarzkopf's strategic partnerships with top celebrity stylists demonstrate the power of leveraging pop culture influence to boost a haircare brand's visibility and credibility within the professional salon industry.