Björn Axén

Björn Axén

Björn Axén was the founder and visionary of the leading Swedish hair care brand that still bears his name today. Björn opened his first hair salon in Stockholm in 1963 and quickly became the preferred hairdresser of stars and royals. Over the years, his innovative business has won numerous awards, including the Global Salon Business Award and Hairdresser of the Year.

Björn Axén Styling Brush

After 40 years in product development, Björn Axén has a product portfolio with over 80 products in the areas of hair care and styling, including the ideal Björn Axén Styling Brush with guaranteed salon quality. "We carry out over 80,000 treatments per year in our salons. Our hairdressers meet customers every day and gain experience that is later reflected in some form in our products," says the managing director with undeniable passion. We remain committed to offering professional hair care from Sweden, known for its high quality and strict ingredient policy, guaranteed by hairdressers to the end consumer."

Björn Axén Shampoo

The key to the company's continued growth lies in clear values, believes Hellström, himself a great visionary and entrepreneur, emphasizing the importance of humility, knowledge, ambition and respect. “Our mission is, above all, to create well-being,” he concludes. This includes the highly effective and optimally nourishing Björn Axén Shampoo. "We want to lead by example and be a role model in the industry when it comes to everything from company culture to the careful selection of ingredients for our products."

During his humble career as a shampoo boy, Björn began dreaming of opening his own hair salon. In 1963 the dream came true when he opened his first salon in Stockholm. “Björn had trained in Paris with the then hair master Monsieur Alexandre and had the opportunity to work with major fashion houses such as Dior, Chanel and Yves Saint Laurent,” smiles Hellström. "After gathering a lot of knowledge, creativity and inspiration there, Björn brought glamor and hairdressing to Sweden.