2000+ 
The new Millenium
Schauma successfully manages the challenge of responding to the care trend while simultaneously remaining true to its heritage and traditional brand identity. Schauma continues to establish itself as the hair care brand for the whole family.

2001 
Schauma heralds the era of Verona Feldbusch. The popular star has used Schauma Shampoo since her childhood. 

2002 
Schauma Easy Strength Treatment is born - as fast as a conditioner, as caring as an intensive treatment! 

2003 
The best Schauma yet with up to 30% more strength due to the unique Intensive Strengthening Vitamin.

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

2005
The brand drives a major re-launch: thanks to the new Intensive Strengthening Vitamin, Schauma’s unique formula makes your hair up to 80% stronger!      

2006
The new super nourishing Schauma Repair & Care line is launched. Formulated with sheabutter and coco extracts, it repairs and regenerates even very stressed hair from deeply inside and smooths the hair surface. For noticeably more supple and shiny hair.

Yoghurt and Aloe is launched: the first hair care range with yoghurt protein and aloe vera extracts. 2006 also sees the launch of Nutri and Shine. Its special formula with Nutri oil and pearl extract provides your hair with up to 90% more shine.

2007
The new Schauma Kiwi-Shine with Soft-water Effect is launched. Its formula softens the water on the hair, ensuring a brilliant shiny result. The Soft-water Effect in hair care products is a unique innovation on the market.