1990s 
Sees a new formula and new level of care.

1992 
Schauma introduces its first treatments, 2in1s, foam balms and the concentrate Schauma Plus.

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

1997 
No more tears! From now on even our little consumers have their own Schauma. The new ‘Schauma Kids’, range offers an especially mild shampoo for children. Once launched, it immediately becomes the market leader in the children’s shampoo sector.    

1997 
Schauma completes its roll-out into Eastern Europe and is now on the shelves in Bosnia-Herzegovina, Bulgaria, Croatia, Estonia, Latvia, Lithuania, Romania, Russia, Serbia and Montenegro, Slovenia and Ukraine.

1999
Schauma celebrates its 50th birthday and offers a special gift for its faithful fans: ‘Schauma Green Apple’, a revival of the Seventies hit, ‘Apple blossom’, with a new look and an updated formulation.