Schwarzkopf revealed on Wednesday the appointment of celebrity hair colorists Jacob Schwartz as U.S. hair color trend ambassador and Tracey Cunningham as U.S. creative director of color and technique.

The partnership with Schwartz culminates after years of using Schwarzkopf professional formulas with his A-List clientele, including Margot Robbie. Schwartz first aligned with Schwarzkopf for a collaboration with Mattel in 2023 for its BlondMe range, where the colorist taught on how to achieve iconic blonde color. 

From here, Schwartz, who works alongside Cunningham at Mèche Salon, then reintroduced her to Schwarzkopf, which led her make the switch to the brand at her co-owned salon.

“Tracey and Jacob are synonymous with servicing the Hollywood elite and forever being on the forefront of fashion-forward hair trends. Their commitment to color excellence made them the ultimate partners,” said Michelle Chandler, general manager of Schwarzkopf professional U.S.

“In addition to working with A-list talent daily where their color expertise shines, what really drew us to Tracey and Jacob was their warmth and openness to share and educate on their techniques. Through continued colorist education, these partnerships will encourage clients to request Schwarzkopf Professional products in the salon to recreate their favorite celebrity looks. No matter where clients are located, they can trust that salons carrying Schwarzkopf Professional will give their colorist the tools needed to deliver their desired look.”

The Henkel-owned hair care brand said the announcement forms part of its strategy to elevate its presence in North America, as the German brand grows its network of ambassadors. Last year, Schwarzkopf tapped Chris Appleton, as a Schwarzkopf global color ambassador.