Shaping Futures – this is Schwarzkopf Professional’s global education initiative. In countries without a structured vocational training system or where certain groups have limited access to one, Schwarzkopf teams teach disadvantaged young adults the fundamentals of hairdressing. This year, the initiative celebrates its 15th anniversary. To mark this occasion, we’re looking back at the beginnings of Shaping Futures – and ahead to a new chapter: The initiative has recently launched in Germany. In partnership with the NGO jobs4refugees, Shaping Futures supports young adults with refugee backgrounds in gaining a foothold in the hairdressing profession.
Story
Creating new perspectives through hairdressing
In this story, you will learn:
It’s one of those phone calls that can change the course of a life: Tamana Mousavi is 29 years old. Four years ago, she came to Germany from Afghanistan and has been living in Hamburg ever since. About a year ago, her phone rang. On the other end: her refugee counselor, who has supported her since her arrival. She told Tamana about a program that offered the chance to gain hands-on experience in hairdressing. “Before that, I didn’t have much experience with cutting or coloring hair. Back in Afghanistan, we sometimes braided each other’s hair with friends – but that was about it,” Tamana recalls. That changed quickly, because shortly after the call, things got started. Tamana became a participant in the Shaping Futures program – a global initiative by Schwarzkopf Professional. The goal of the program is to open up new career prospects for socially disadvantaged individuals – using hairdressing as a key to building a livelihood.
What began as a local project in Japan, where Schwarzkopf teams taught street children in Cambodia how to cut hair, has evolved into an international model for success over the past 15 years. During this time, Shaping Futures has taught young adults in 33 countries the fundamentals of hairdressing – especially in places where structured vocational training systems are lacking. Nearly 4,000 participants have completed the program so far. The initiative is driven by the voluntary commitment of professional salons and trainers from the Schwarzkopf network, who generously share their time and expertise. But Shaping Futures is more than just a training program: It builds confidence, paves the way to economic independence – and fosters inclusion in a society where opportunities are not equally distributed.
Shaping Futures – in Germany and around the world
Originally focused on emerging and developing countries, the program has taken new directions in recent years – including the pilot project in Germany, in which Tamana was part of. The reason: increased migration from countries affected by instability. “Many of these individuals bring talent and experience with them, but lack formal qualifications – and without a network, they have little chance,” says Kai Görlitz, Global Project Manager for Shaping Futures at Henkel. “Germany’s dual educational system isn’t suitable for everyone. Refugees without a school diploma, in particular, often face major challenges.”
This is exactly where the pilot project comes in: People – even without certified prior experience – receive a hands-on, three-and-a-half-month training in hairdressing, conducted at Henkel’s Academy of Hair. What makes it special: From day one, participants work closely with partner salons, gain practical experience, and are supported on-site by experienced mentors – known as “buddies” in the Shaping Futures program.
Those who invest in people receive more in return than any statistic could ever show.
Kai Görlitz, Global Project Manager for Shaping Futures at Henkel
Recognizing opportunities, empowering talent
The program is run in collaboration with jobs4refugees. The Berlin-based organization doesn’t view integration as a charitable act, but as an economic necessity – and a real opportunity. A win-win for the skilled workers of tomorrow and for industries urgently seeking new talent. Since 2015, jobs4refugees has been helping people with refugee or migration backgrounds enter the German labor market. What began as a student initiative is now a well-established NGO with offices in Berlin, Frankfurt and Hamburg, offering help in eight different languages. The idea: to support people in building career paths. “We’re committed to giving refugees in Germany a real chance at a fresh start. They bring enormous potential and can fill real gaps in the labor market – yet they’re still too often overlooked,” says Agnes Achinger, Project Manager at jobs4refugees. “Every day, we see the motivation, expertise, and innovative strength these individuals bring. It’s not about pity – it’s about equal opportunity and economic common sense. If we succeed in breaking down barriers and opening doors, everyone benefits – businesses, society, and most importantly, the individuals themselves.”
The reality, however, is often sobering: People with impressive professional backgrounds – engineers, IT specialists, hairdressers – struggle to gain a foothold in their professions in Germany. The reasons are varied: lack of recognition for foreign qualifications, bureaucratic hurdles, language barriers, limited networks, family responsibilities or discriminatory structures in the hiring process. jobs4refugees helps to overcome these barriers – through counseling, application coaching, support with qualification recognition, and targeted job placement. Employers are also supported: with training on cultural differences, guidance on inclusive job postings, and help navigating administrative processes. Integration becomes a shared responsibility.
In the project with Shaping Futures, jobs4refugees provides close support to participants – before, during, and after the training. The organization not only translates documents, but also expectations – and helps build confidence. For many participants, the program is a first step toward a self-determined life after leaving their home countries.
I’ve changed – I’m no longer the insecure girl I used to be. I was able to prove that I’m capable of more than some people gave me credit for. And I’m endlessly grateful for that opportunity.
Tamana Mousavi, participant in Shaping Futures
An initiative that offers more than just training
Tamana successfully completed the intensive training with Shaping Futures. Today, she is doing an apprenticeship at a Schwarzkopf partner salon. “I was really nervous. I even rode my bike to the salon a day early to get familiar with the route – just so I wouldn’t be late on my first day,” she recalls. But her initial nervousness quickly faded. Her talent didn’t go unnoticed: She received plenty of praise for her first haircuts, she says. Tamana also has a natural way with clients – she’s already gained her first regular customer. “She always comes to me,” Tamana says proudly. Her goal is clear: “My big dream is to have my own salon. And to be among the best.” A dream she’s working hard to achieve.
A new perspective for the future: Tamana’s story
Stories that inspire courage
Success journeys like Tamana’s are both motivation and proof that Shaping Futures is making a real impact. “Talent knows no origin,” says Kai. He has witnessed many of these journeys – from people who started with little knowledge of German and are now working as apprentices in salons, to graduates who have gone on to become trainers themselves. Each story is unique. One story stands out to Kai in particular: A former Shaping Futures participant now lives in Nuremberg. Even during the training, he repeatedly said he wanted to become a “celebrity hairdresser.” Today, he has over half a million TikTok followers – and was recently featured on national breakfast television.
Stories like these show that the program changes lives – not through numbers, but through real, visible success. “Those who invest in people receive more in return than any statistic could ever show,” says Kai. Tamana agrees: “I’ve changed – I’m no longer the insecure girl I used to be. I was able to prove that I’m capable of more than some people gave me credit for. And I’m endlessly grateful for that opportunity.”
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