Björn Axén, the renowned Swedish luxury hair-care brand established in 1963, is set to enter the U.K. market this season. Celebrated for its premium products and innovative formulations, the brand has gained a loyal following, including royal clients, and has experienced significant growth in recent years.
Having established a presence across Europe, Björn Axén has partnered with retail outlets in the Netherlands, Germany, and Spain. In 2023, the brand achieved sales of $7 million, with product prices ranging from $15 to $50. Previously, its offerings were available only in Sweden and online in the Nordics and Switzerland.
CEO and owner Johan Hellström emphasizes the U.K. as a pivotal market in the company’s global expansion strategy. Other Swedish beauty brands, such as Verso Skincare, Sachajuan hair care, and Byredo, have successfully penetrated the U.K. market over the years. Influencer-led brand Caia also made its U.K. debut in 2023.
“The British people are known for their taste and high standards, making it a great fit for our brand,” Hellström stated. Björn Axén products are expected to be available through U.K. retailers online by the end of 2024, with in-store availability projected for 2025. Specific retailers have not yet been disclosed, as negotiations are ongoing.
A key component of Björn Axén’s U.K. launch strategy involves collaboration with influencers targeting younger demographics, replicating successful marketing tactics employed in other European regions. Hellström noted the success of influencer partnerships in the Netherlands, where products sold out rapidly following promotions.
In the Netherlands, the brand is featured prominently through its partnership with Dutch retailer Etos, which has facilitated widespread distribution. “We’re present in numerous stores across the Netherlands through our collaboration with Etos, and it has been a fantastic success,” Hellström added.
Björn Axén was among the pioneers in addressing scalp care and the “skinification” of hair products, which has remained a focal point since its inception. “Our promise is to be kind to you and your skin,” Hellström said. The brand conducts extensive dermatological testing for each product, investing approximately 300,000 Swedish crowns (about $27,000) in clinical and consumer testing to ensure efficacy.
Hellström has long utilized Björn Axén products in the hair styling for prestigious fashion shows, collaborating with acclaimed designers such as Iris Van Herpen, Stéphane Rolland, Robert Wun, and Emilia Wickstead. Notably, Rolland created looks for Zendaya during the high-profile “Dune” premiere tour, which garnered significant media attention.
“We’ve been integral to the haute couture scene in Paris for years, working closely with some of the world’s leading designers,” Hellström remarked. “These partnerships allow us to showcase our expertise at the highest level and resonate with a global audience.”
Since 1976, Björn Axén has provided hair care services to the Swedish royal family, leading to a royal warrant awarded in 1984 for its long-standing service.
In Ukraine, where the brand has recently expanded, sales have already reached 9-10 million SEK (approximately $810,000-$900,000). Hellström noted the positive trajectory of this new market.
The brand has also made inroads into China, having entered the market last year through distributor Si Young. Björn Axén has established a presence on major Chinese platforms such as Tmall and Red. “In China, we collaborate with key opinion leaders to enhance brand awareness and drive sales. We’re experiencing steady growth and remain optimistic about the future,” Hellström said.
Surveys indicate that 90% of customers in the Nordics repurchase Björn Axén products, while the brand boasts a satisfaction rate of 93% in China, according to Hellström.
A June report from market research firm Technavio projects that the global hair-care market will grow to $15.25 billion between 2024 and 2028, with a compound annual growth rate exceeding 3.2%.
As Björn Axén makes its U.K. debut, industry experts will be watching closely to see how the brand leverages its unique heritage and innovative approach to capture the interest of British consumers.
