This year, Schwarzkopf joined forces with the iconic festival, Primavera Sound, because self-expression deserves a stage.
Schwarzkopf x Primavera Sound Barcelona 2025 was a true celebration of creativity and self-expression. As festivalgoers from around the world came together for the music, Schwarzkopf empowered them to reflect their individuality through personal style. With a focus on reinvention, reflection and bold expression, Schwarzkopf ambassadors Troye Sivan, Paloma Elsesser, Alli Neumann, Sophie Passmann, Swantje Paulina and Nadine Breaty brought the brand’s vision to life – showing that hair can be a canvas FOR EVERY YOU.
“With FOR EVERY YOU, we embrace the idea that no one is ever just one thing. Hair shifts with how you feel - and we’re here with the inspiration, the expertise, and the products to match,” says Matthieu Chauvet, Corporate Vice President Henkel Consumer Brands Hair – Schwarzkopf. “Primavera Sound is the perfect partner for Schwarzkopf because it’s a space where individuality thrives and self-expression is celebrated - on every stage, in every look, and through every moment.”
The Schwarzkopf Pop-Up Salon at the heart of the festival welcomed thousands of festival visitors, offering professional styling services and showcasing the versatility of Schwarzkopf products. It was a place where music met creativity and style – and where individuality found expression through hair.
Additionally, Schwarzkopf amplified the festival experience with the Schwarzkopf Stage, a vibrant platform celebrating individuality and showcasing a curated lineup of emerging and established artists including Kelly Lee Owens, The Dare, Danny L Harle and Salem.
Further elevating the backstage experience, Schwarzkopf established a premium pop-up salon within The Motel, Primavera Sound's most exclusive backstage area. The space offered artists and VIP guests the opportunity to explore their personal style with the help of internationally renowned stylists, delivering tailored looks and on-the-spot touch-ups.
The Ambassadors
Schwarzkopf ambassadors embodied this spirit of freedom and transformation, bringing the brand’s message FOR EVERY YOU to life through personal style and creativity:
Troye Sivan
As the headliner on night one of Primavera Sound, Troye brought his signature style and energy to the stage. For him, festivals are more than performances – they are moments of creativity, connection, and self-expression. "Hair is super important to me when I’m getting ready. I feel like if I don’t feel good about my hair, I don’t feel good about anything,” Troye shared, underscoring the role hair plays in the way how he shows up and feels in the spotlight.
Paloma Elsesser
Paloma is a once-in-a-generation talent who has firmly established herself as a leading voice in the fashion industry. As a beloved public figure and role model, Paloma advocates for industry representation and expanded and inclusive language around bodies and mental health. “For me, hair is a huge part of my identity," shared Paloma. “At Primavera Sound, I felt inspired by the energy and the freedom of expression. Partnering with Schwarzkopf allows me to be the best version of my authentic self.
Sophie Passmann
Sophie brings her signature energy wherever she goes - and she expects the same from her haircare. “I need my hair to keep up with me, and that’s where Schwarzkopf comes in,” she said. “It’s about expressing myself without compromising on care.”
For Schwarzkopf and at Primavera Sound, self-expression is everywhere – on stage and in the crowd alike:
In addition to styling and inspiration, the brand invited festivalgoers to share their personal hair stories - capturing how they express themselves through style. These moments will be featured across Schwarzkopf’s social media channels, celebrating the diverse ways people live FOR EVERY YOU.
Schwarzkopf is proud to have been part of this vibrant celebration: where hair becomes part of the story, and every version of you belongs. The Schwarzkopf x Primavera Sound collaboration demonstrated the power of music, fashion, and hair to unite people and celebrate the beauty of individuality. And while the festival may be over, the message of self-expression continues: Every version of you deserves to be seen.