2026-10-19 10:26Press release
Björn Axén enters a new chapter with a refreshed brand identity and flagship experience
Stockholm, Sweden, 19 October 2026
An icon since 1963, Björn Axén is evolving its distinctive Swedish heritage with an updated visual identity and a renewed flagship destination.
For more than six decades, the Swedish professional haircare and styling brand has been defined by exceptional craftsmanship, salon expertise and a commitment to beautiful, healthy hair. The new identity is not a reinvention, but a refinement, bringing Björn Axén's heritage and professional authority into the future.
At the center of the refresh, the brand introduces a sharpened logo, rooted in Scandinavian simplicity and timeless design. Blue remains a defining part of the Björn Axén identity. Long synonymous with the brand, it has been reinterpreted for today, nodding both to the brand’s royal heritage while also evoking the Swedish summer sky.
The brand’s flagship store and salon at Norrlandsgatan 7 has also been thoughtfully renovated to embody this next chapter. Inspired by the elegance of Swedish design, the space combines travertine and stainless steel with warmer touches of walnut wood and reeded glass. The result – a refined yet welcoming environment where professional expertise takes center stage.
Johan Hellström, Owner and Chief Brand Officer of Björn Axén, says: “Björn Axén has always stood for craftsmanship, exceptional quality and a genuine passion for hair. As we look to the future, we wanted an identity that reflects who we are today while honoring the legacy that has shaped us. We are delighted to bring it to life in our flagship on Norrlandsgatan and to welcome our customers into our new destination.”
While Björn Axén’s visual expression has evolved, the foundation remains unchanged. Swedish heritage, professional excellence and a distinctly Scandinavian approach to beauty.
About Björn Axén
Founded in 1963, Björn Axén is a leading Scandinavian professional haircare and styling brand, rooted in salon expertise and driven by innovation. Established by legendary hairdresser Björn Axén, the company combines decades of professional craft with advanced product development to create high-performance haircare solutions. Today, Björn Axén offers a portfolio of more than 80 products, designed to strengthen, protect, and enhance hair through complete care and styling routines.
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