For over 100 years, the world-famous Schwarzkopf logo has stood for perfect hair.
But doesn’t a diverse world need more than one definition of perfect? In 2024, the brand made a statement with its iconic silhouette and handed it over to people to become icons themselves.

With ICONS OF YOU, we celebrate hair in all its diversity. From now on, it is no longer the brand that defines what is perfect, but the people. Schwarzkopf encourages everyone to tell a personal hair story and to create their own silhouette using a special filter. So not only celebrities became part of our campaign, but anyone who wanted to – on posters, digital out-of-homes, on TV, in social media postings, on personalized packaging. And even in the Schwarzkopf website logo.

The result: more than just a logo. An iconic device for the next chapter of the brand. Because perfect hair doesn’t just have a style, it has billions.

Icons of you.
Celebrating the diversity of hair.