2024-01-09 16:08Press release



In January 2024, Björn Axén launches the hair care series Scalp with products specially developed to treat and soothe unbalanced and irritated scalp. With the help of their carefully selected ingredients, the products in the series creates optimal conditions for a healthy scalp to offer a comprehensive solution for those who experience problems with an unbalanced and irritated scalp.

Problems with the scalp can be caused by several different factors such as climate, product residues from styling products or hormonal changes. Common problems that most people experience is itching, dryness or that the scalp and hair feel greasy. Together with the company's own hairdressers, Björn Axén has developed the Scalp series which effectively counteracts these problems and promotes scalp well-being. The products are suitable for all hair types and can be used as a detox cure that complements the usual hair routine in case of problems or as part of the daily routine.

- The key to beautiful and healthy hair starts with a healthy scalp. It is something that we have advocated since 1984 when Björn launched his first products. He was careful to use gentle ingredients in all products and he promoted that it is just as important to take care of the skin on the scalp as the skin on the face, says Johan Hellström, owner and CEO of Björn Axén.

The Scalp series consists of five products and the first product in the routine is Scalp Detox Scrub. The scrub is enriched with exfoliating AHA and BHA acids that remove product residues and balance oil production in the scalp. The series also includes Scalp Massage Brush for the scalp that can be used both on damp hair together with the Scalp Detox Scrub, but also on dry hair. The next step in the routine is deep-cleansing Scalp Shampoo and Scalp Conditioner that contain refreshing peppermint oil and organic tea tree oil that calms and balances oil production in the scalp, as well as an Anti-Pollution protection that prevents impurities.

  • After using the routine of Scalp Shampoo, Scalp Conditioner and Scalp Detox Scrub, 7 out of 10 experience that their scalp is less oily and less itchy*
  • 8 out of 10 would also recommend the products*

    *Consumer-tested effect on 100 participants after 28 days of use.

The final step in the routine is the Anti Hair Loss Serum for lifestyle-related hair loss. The product is enriched with AnaGain™ which is an organic pea sprout extract that is clinically proven to effectively strengthen hair, restore hair density and create optimal conditions for hair growth by extending the hair cycle and stimulating hair growth in depth. The serum is also enriched with Moisture Lock Complex, which preserves moisture in the scalp, and Vitamin E enriched with antioxidants.

  • 6 out of 10 experience reduced hair loss after 12 weeks of use of Anti Hair Loss Serum during clinical study.
  • 7 out of 10 would also recommend the Anti Hair Loss Serum and 6 out of 10 say it is the most effective hair loss product they have ever tried*

* Consumer-tested effect on 100 participants after 28 days of use.

Products in the series

  • Scalp Shampoo 250 ml, 22 EUR, 200 SEK
  • Scalp Conditioner 250 ml, 22 EUR, 210 SEK
  • Scalp Detox Scrub 150 ml, 22 EUR, 200 SEK
  • Scalp Massage Brush, 30 EUR, 150 SEK
  • Anti Hair Loss Serum 45 ml, 16,5 EUR, 280 SEK

Launch date 

  • 8th of january 2024 at bjornaxen.com and at salons and selected retailers from 22nd january.


Karolina Strand, Marketing Director
e-mail: karolina.strand@bjornaxen.se
phone: +46 709 840 110

Fanny Axelsson, Project Manager Marketing & Sales
email: fanny.axelsson@bjornaxen.se
phone: + 46 70 635 12 02

*Again survey in 2023

About Björn Axén

In 1963 Björn Axén brought glamour and creativity from Paris to Sweden when he opened his first salon in Stockholm. It wasn´t long until he was on everyone’s lips, putting hairdressing on the map. Since then, Björn Axén has grown into a highly established company synonymous with expertise and quality, offering sustainable haircare products for all hair types.


Marketing Director
Karolina Strand
Project Manager Marketing & Sales
Fanny Axelsson