Introducing the new and improved Repair series by Björn Axén

Björn Axén Repair

Deeply nourishing, restorative care for damaged hair

Hair damage is the major hair concern for consumers, with 23% of people citing it as their top issue*. With consumers increasingly aware of the effects that heated tools, chemical treatments, and environmental stressors like UV rays can have on hair, at-home treatments are more popular than ever.

In January 2025 Björn Axén are re-launching the bestselling series Repair, first introduced in 2007, developed to deeply nourish and instantly restore damaged hair, from the inside and out. Each product in the series is formulated with different key ingredients to restore damaged hair and to get the best repairing effect.

The series includes a 3-step routine for the ultimate restorative effect:

Step 1: Repair Shampoo - Formulated with Vegan Keratin, which penetrates the keratin helix to repair damaged keratin.

Step 2: Repair Conditioner & Repair Hair Mask - Complex of Amino Acids & Peptides forms a protective layer on the hair, binding with amino acids in the keratin to stabilize and strengthen the hair fiber.

Step 3: NEW Repair Bonding Serum - Bonding Complex targets the disulfide bonds in the keratin helix, which are the strongest bonds in the hair. Protecting them from further breakage and repairing severely damaged bonds inside the hair.

The Repair Bonding Serum – A New Hero Product
Harsh processes like bleaching or excessive heat styling, can lead to severe damage and bond breakage. The disulfide bonds are key because they provide structure and shape. The serum rebuilds these bonds at a molecular level and leaves hair healthier, stronger, and shinier, while also preventing future damage. Only a small amount is needed after shampooing and conditioning in towel-dried hair, in the lengths. Suitable for all types of damaged hair.

“I’m so excited for this re-launch, and it’s a natural evolution of the bestselling Repair series. It’s a game changer for all damaged hair types out there since the Bonding Complex restores the hair from the inside and out”
- Johan Hellström, Owner, CEO & Hairdresser.

The Repair series will launch with a new, subtle, floral scent – featuring notes of cedarwood, jasmine and peach.

9 out of 10 

• experience that their hair feels stronger, healthier and shinier after first use of the Björn Axén Repair routine**
• would recommend the Björn Axén Repair routine to a friend after 28 days of usage**

10 out of 10 

• experience that their hair is softer after first use of the Björn Axén Repair routine**
• experience that their hair texture is improved and more manageable after first use of the Björn Axén Repair routine**
  
  
• Clinical tests also proves that hair is repaired after first use***

PRICING
Repair Shampoo 75 ML          RRP 90 SEK / 90 NOK / 60 DKK / 9 EUR
Repair Shampoo 250 ML        RRP 210 SEK / 210 NOK / 150 DK / 22 EUR
Repair Shampoo 750 ML        RRP 540 SEK / 540 NOK / 390 DK / 55 EUR
Repair Conditioner 75 ML      RRP 90 SEK / 90 NOK / 60 DKK / 9 EUR
Repair Conditioner 250 ML    RRP 220 SEK / 220 NOK / 160 DKK / 23 EUR
Repair Conditioner 750 ML    RRP 570 SEK / 570 NOK / 410 DKK / 57 EUR
Repair Hair Mask 200 ML       RRP 240 SEK / 240 NOK / 180 DKK / 26 EUR
Repair Bonding Serum 50 ML  RRP 290 SEK / 290 NOK / 200 DKK / 30 EUR

Availability
The Repair series will be available starting January 2025, at bjornaxen.com and Björn Axén flagship salons and selected retailers.

About Björn Axén
Since opening his first salon in 1963, Björn Axén has been synonymous with expertise, creativity, and quality in the world of haircare. Today, the brand continues to offer innovative, sustainable haircare solutions for all hair types, rooted in its long-standing tradition of excellence.

Contact for images, PR samples and other inquiries:
Karolina Strand, Marketing Director
karolina.strand@bjornaxen.se

Fanny Engström, Project Manager Marketing & Sales
fanny.engstrom@bjornaxen.se

*Mintel UK 2024
**Consumer-tested effect on 100 participants  
***Clinically tested effect