Swedish hair-care pioneer Björn Axén expands to the UK

1 month ago 16

Björn Axén, the Swedish luxury hair-care brand established in 1963, is making its move into the U.K. market this month. Known for its premium products, innovative formulations and royal fans, the brand has been in growth mode over the past three years.

Björn Axén has been expanding its presence across Europe with retail partners in the Netherlands, Germany and Spain. It reached $7 million in sales in 2023. Its products, from hair care to tools, range in price from $15-$50. Prior to 2021, its products were sold exclusively in Sweden plus online in Germany, the Ukraine and the Nordics.

CEO and owner Johan Hellström views the UK as an important market in the brand’s global expansion. Other Swedish beauty brands including Verso Skincare, Sachajuan hair care and Byredo have been selling throughout Europe and in the U.K. for years, and influencer-led Caia expanded to the U.K. in 2023.

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