Schwarzkopf Professional 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 German haircare brand, owned by Henkel, has recently been linked to the striking aesthetic shifts of both actress Sarah Pidgeon for the FX limited series “Love Story: John F. Kennedy Jr. & Carolyn Bessette,” and Olympic gold medalist Alysa Liu.
The company’s approach centers on forging “authentic partnerships” with leading colorists, rather than pursuing direct sponsorships of television shows or sporting events, according to Michelle Chandler, general manager of Schwarzkopf Professional. “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,” Chandler told Glossy. This strategy reflects a broader shift towards leveraging the influence of key stylists who shape the looks of A-list celebrities.
For Pidgeon’s transformation into Carolyn Bessette Kennedy, Schwarzkopf partnered with celebrity colorist Kari Hill. Hill, tasked by Ryan Murphy’s team with recreating Bessette Kennedy’s iconic ‘90s blonde, utilized Schwarzkopf products to transition Pidgeon’s dark brown bob into the desired style. Hill’s client list includes prominent actresses such as Lisa Kudrow, Ali Larter, Shailene Woodley, Julia Roberts, Renee Zellweger, Zooey Deschanel, and Anna Faris. The process, demanding over 12 hours, involved Hill traveling from Los Angeles to New York City for upkeep and to refine the color as the series progressed.
Hill developed a unique foiling and glossing technique, dubbed “foiled cashmere” and “Bessette blonde” by Schwarzkopf, to achieve the specific shade of blonde characteristic of the 1990s. “In the ‘90s, hair color was particularly different from how it is today. Highlights were more vibrant and bolder; it was bold and gold,” Hill explained. This contrasts with contemporary trends favoring subtle balayage and cool-toned highlights, which rely on bond-repair technology not widely available three decades ago.
Schwarzkopf has actively leveraged Hill’s work, creating a free digital education series for professional stylists detailing the “Bessette blonde” technique. An in-person masterclass, “love fest,” was also held in Los Angeles, allowing Hill to directly instruct influential stylists. The brand further amplified the appear by flooding Pinterest with images of Bessette Kennedy and Pidgeon, alongside Hill’s precise color formulas, aiming to equip stylists with the tools to replicate the style. “That way, when that Pinterest picture comes into their salon [on a client’s cell phone screen], they can nail it with confidence. This is really the role that we play,” Chandler said.
This strategy builds on previous successes, including a collaboration with Jacob Schwartz, colorist to Margot Robbie, during the 2023 “Barbie” press tour, which generated organic press coverage. Similarly, Schwarzkopf partnered with Tracey Cunningham, a stylist to numerous Hollywood stars, to work with Lindsay Lohan during her 2025 “Freakier Friday” press tour. This resulted in a paid partnership where Lohan promoted Schwarzkopf’s Igora Vibrance and BlondMe products, specifically the “soft gloss blonde” shade created by Cunningham.
Schwarzkopf’s connections are largely cultivated through the close-knit community of celebrity hair colorists in Los Angeles, with Hill, Schwartz, and extension artist Alex Pardoe all working alongside Cunningham at her Beverly Hills salon, Meché. The brand also maintains a partnership with Chris Appleton, stylist to Drew Barrymore, Jennifer Lopez, and Kim Kardashian.
Chandler, who assumed the role of general manager for Schwarzkopf three years ago, previously led Henkel-owned brand Pravana hair color for 16 years, joining Henkel during Pravana’s acquisition in 2017. Schwarzkopf itself was founded in 1898 and acquired by Henkel in 1995. Henkel reported annual revenue of $23 billion in fiscal year 2024, with a 2.6% year-over-year sales increase.
Recently, it was discovered that Olympic gold medalist Alysa Liu’s signature “halo hair” – three blonde rings in her brown hair – was created by St. Louis-based hairstylist Kelsey Miller using Schwarzkopf products. “Ironically, it kind of fell into our laps, … which is an example of something that keeps happening to us,” Chandler said, adding that discussions are underway regarding a potential partnership with Miller, and Liu.
