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The entrepreneurial journey of one of the Nordic region’s leading haircare brands, Swedish Björn Axén, began back in 1963.

At the time, a young Björn Axén had just completed his training under the legendary French hairdresser Monsieur Alexandre de Paris – one of the most iconic and influential hairstylists of the 20th century, known for styling Jackie Kennedy, Elizabeth Taylor, and Audrey Hepburn. Armed with this knowledge, Björn returned to Sweden, where he quickly became the country’s most sought-after hairdresser. His career peaked in 1984 when he was appointed Royal Hairdresser. That same year, he launched his own product line – now known as the Björn Axén brand, offering more than 50 care and styling products.

Now, a new chapter begins for the proud company. After several years of strong double-digit growth, Norwegian private equity firm Driv Kapital steps in as a new investor – primarily to support the company’s continued international expansion.

Johan Hellström, CEO & co-owner of Björn Axén

Johan Hellström, CEO and co-owner of Björn Axén, says:

“We’re truly grateful for the trust and support we’ve received from Driv Kapital. This investment marks an important milestone in our growth journey and stands as a testament to the hard work and dedication our team has put into the company. We look forward to continuing our mission of delivering professional haircare while expanding our international presence with Driv Kapital as a strategic partner.”

With the investment, Driv Kapital becomes the majority shareholder in Björn Axén Retail AB, holding 52.67% ownership, while Johan Hellström retains 40% and continues as CEO.

Hellström adds:

“This investment gives us a unique opportunity to strengthen our position in key international markets. We remain firmly committed to our core values and vision of leading in professional haircare. Quality, sustainable ingredients, and responsible beauty will continue to be the foundation of our entire business.”

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