In 1949 Schwarzkopf launched Schauma, the first tubed creme shampoo - a revolutionary product innovation that triggered the shampoo mass market in Germany.

In 1962 Schauma adds further expertise to its portfolio by defining specific hairtypes and complementary ingredients to best suit each consumer’s hair care needs. In this context, shampoos with natural ingredients, some of which are still today’s classics, are developed: e.g. “7 Herbs Shampoo”.

With its relaunch in 1967 Schauma is given a new look. From now on the distinctive drop-shaped plastic bottle has pride of place in consumers’ bathrooms.

In the 1970s, Schauma further broadens its assortment, becoming the family shampoo par excellence. From now on the legendary ”Schauma Family” is printed on the label.

Schauma launches its first line of conditioning rinses with immediate success in 1987 and its first treatments, 2in1s, foambalms, and the concentrate Schauma Plus in 1992.

In 1996 Schwarzkopf is taken over by Henkel and Schauma receives a new look. Plus the Schauma experts develop the new Strengthening Vitamin that cares your hair down to the tips!

No more tears! From 1997 also the smallest consumers have their own Schauma. The new “Schauma Kids”, an especially mild shampoo for children, is launched and immediately becomes the market leader in the children's shampoo sector.

In 2004 Schauma is chosen by consumers as the most popular shampoo brand in Germany in the category “Dynamic Product Brands”!

The brand experiences a major relaunch in 2005: Thanks to the new Intensive-Strengthening-Vitamin, Schauma now provides your hair with up to 80% more strength!

In 2006 new super nourishing “Schauma Repair & Care” line is launched. Formulated with Sheabutter and Coco-Extract it repairs and regenerates even very stressed hair from deep inside and smoothens the hair surface. For noticeably more supple and shiny hair.

Even after 50 years Schauma has maintained its attraction due to new product innovations and continuous improvements. And Schauma is not only successful in its country of birth, Germany. By today, Schauma has become a truly international brand by expanding its success into new markets and can be purchased in over 50 countries worldwide.