Schwarzkopf’s Color Ultîme, a hair care brand of Henkel, has partnered with actress and entrepreneur Shay Mitchell to introduce a new line of four permanent metallic hair colour shades.

The four colour shades include sparkly light brown (metallic brunettes), brushed berry (metallic blondes), metallic violet, and glossy steel (metallic blacks).

According to the company, the new collection offers “vivid” and “intense” metallic colour claimed to last up to nine weeks. It is also suitable for all hair textures.

Henkel brand manager Sophie Viridaud said: “Color Ultîme was launched four years ago as Schwarzkopf’s fashion colour line.

“This year, the brand wanted to push the boundaries by partnering with an aspirational and approachable ambassador that aligns with the brand’s mission to make high fashion trends accessible to all.

“We are excited to be working with Shay Mitchell. She is a great reflection of Color Ultîme: an inspirational trendsetter who is known for her style and fashion forward-looks.”

All shades of the Color Ultîme x Shay Mitchell collection can be purchased at Walgreens, CVS and Rite-Aid, and online on Amazon. However, Walmart has only the collection’s sparkly light brown shade.

Henkel operates three business units including Adhesive Technologies, Beauty Care, and Laundry & Home Care in North America.

The company’s product portfolio features include Schwarzkopf hair care, Dial soaps, Right Guard antiperspirants, and more.