About

LUXURY HAIRCARE, SCANDINAVIAN STYLE

THE LEGEND

An icon of European hairdressing, Björn Axén rose to fame through his signature blend of clean, minimalist Swedish style and cutting-edge Parisian techniques. After opening his Stockholm salon in 1963, he quickly earned a cult-like following of loyal devotees – including the Swedish royal family.

The first Björn Axén products were launched in 1984, disrupting the haircare market. One of the first brands to put salon professional products into the consumer market.

Björn’s vision and ambition elevated the haircare industry and set a defining standard for the brand, which remains consistent today.

THE LEGACY

Today, Björn Axén is the #1 premium hair care brand in Sweden. Globally, the brand has sold over 30 million products across 16 markets.

Leading this success are one time Björn intern and protégé Johan Hellström, and celebrated hairstylist Peter Hägelstam. Since taking the reins they have lovingly continued Björn Axén’s heritage as a highly creative, globally celebrated haircare empire.

Björn Axén continues their legacy of excellence and remains at the intersection of hair and fashion. Often spotted backstage at Paris Fashion Week or tending to icons like Catherine Deneuve, Lisa Rinna and Martha Stewart, Björn Axén is cemented in the A-list cultural zeitgeist.

ALL THREE ARE KEY

Björn Axén is constantly evaluating our brand’s impact on the environment, through the lens of three core principles: People, Planet, and Performance.

With 40 years product development experience, subject to Sweden’s strict ingredient policies, the hair experts at Björn Axén brand take pride in delivering high performance, salon professional hair products that are also safe and sustainable.

We develop hair care products with carefully selected, hypoallergenic ingredients to ensure the wellbeing of the hair and scalp.

Björn Axén promotes diversity, equity, and inclusion in all aspects of our business. We take action to ensure an ethical and sustainable supply chain with human rights concerns at the forefront.

PEOPLE

We comply with Sweden’s strict pharmaceutical ingredient policies to ensure harmful ingredients are excluded. All products are cruelty-free and vegan, and produced in Sweden without unnecessary product packaging to minimize waste. We work to reduce the environmental impact of our products and partner with suppliers who share our commitment to sustainability.

PLANET

With over 40 years of product development experience, we retain expert in-house research and development. Our hairdressers guarantee salon quality through rigorous testing to guarantee product claims. The Björn Axén product standards have a high bar of efficacy whether backstage at fashion week, in the salon chair, or the daily lives of our loyal customers.