Schwarzkopf Launches New KERATÎME Hair Care Line at Walmart

The brand's latest innovation in bond-building technology is now available exclusively at Walmart.

Published on Mar. 5, 2026

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Schwarzkopf, the global hair care authority with over 125 years of expertise, is expanding its portfolio with the launch of the new KERATÎME Care & Styling collection. Exclusively available at Walmart, the line is powered by Schwarzkopf's proprietary Multiplex Bonding Technology, offering professional-quality care for consumers at home. The launch is supported by partnerships with country music star Jessie James Decker and celebrity hairstylist Kylee Heath.

Why it matters

The KERATÎME launch marks a strategic expansion for Schwarzkopf, moving beyond its innovative at-home hair color solutions into the rapidly growing hair bonding category. By bringing its heritage of hair innovation to the mass market through an exclusive Walmart partnership, Schwarzkopf aims to make professional-quality care and styling more accessible to consumers nationwide.

The details

The KERATÎME Care & Styling collection includes three sub-lines: Deep Repair, Color Protect, and Styling. Formulated with Schwarzkopf's Multiplex Bonding Technology, the products are designed to strengthen, protect, and style hair, addressing the cumulative effects of washing, heat styling, coloring, and environmental stress. The line features shampoos, conditioners, treatments, oils, and sprays, all priced at $14.97.

  • The KERATÎME collection will launch exclusively at Walmart on March 5, 2026.
  • Schwarzkopf will activate the KERATÎME brand at the Walmart Spring Beauty Event Pop-Up in Plano, TX from March 5 through April 6, 2026.
  • Jessie James Decker and Kylee Heath will make a special appearance at the Plano pop-up on Saturday, March 21, 2026.

The players

Schwarzkopf

An authority in hair with over 125 years of global hair and professional expertise, bringing its heritage to Walmart with the launch of the KERATÎME Care & Styling collection.

Jessie James Decker

A country music star, entrepreneur, and Schwarzkopf brand ambassador who will represent the KERATÎME line.

Kylee Heath

A celebrity hairstylist and Schwarzkopf brand ambassador who will provide professional authority and technical insight for the KERATÎME collection.

Linda Lin

The Head of Consumer Hair at Henkel, Schwarzkopf's parent company, who is leading the brand's expansion into care and styling.

Walmart

The exclusive retail partner for the launch of the KERATÎME Care & Styling collection.

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What they’re saying

“Hair has always been a big part of how I express myself - whether I'm on stage or just living life with my family. I'm so excited to partner with Schwarzkopf because they make real, everyday hair care and color feel accessible and transformative. It's about empowering people to love their hair and feel their best, no matter what their routine looks like.”

— Jessie James Decker, Country Music Star and Schwarzkopf Brand Ambassador (Schwarzkopf)

“I've always believed that healthy hair is the foundation of every great look. That's what drew me to partner with Schwarzkopf - they have 125+ years of history and continue to innovate. The new KERATÎME Care & Styling collection was built on real science that strengthens hair from the inside out. I'm excited about connecting with consumers and sharing the education behind each of the products. I love helping people feel confident in their hair, and this collection gives everyone the tools to do that.”

— Kylee Heath, Celebrity Hairstylist and Schwarzkopf Brand Ambassador (Schwarzkopf)

“Over the last 125+ years, Schwarzkopf has continuously pioneered innovations that help consumers express themselves with confidence. With the launch of KERATÎME, we are on a mission to expand that legacy into care and styling in an exciting new way, and we're thrilled to partner exclusively with Walmart to bring this next chapter of hair health innovation to consumers nationwide.”

— Linda Lin, Head of Consumer Hair at Henkel (Schwarzkopf)

What’s next

The KERATÎME collection will be available for purchase at Walmart stores and on Walmart.com starting on March 5, 2026.

The takeaway

Schwarzkopf's expansion into the hair bonding category with the KERATÎME line demonstrates the brand's commitment to innovation and bringing professional-quality hair care to the mass market. The exclusive Walmart partnership and high-profile talent collaborations aim to make this advanced hair technology accessible to a wider consumer base.