Since opening his first salon in the early 1960s, Björn Axén redefined the Swedish hair industry, elevating its artistry and status. Following the founder’s passing in 1993, a young Johan Hellström took the helm and, together with Peter Hägelstam, transformed the heritage brand into a global hair empire. Like Björn Axén, Hägelstam continued to serve the Royal House and has styled the Queen of Sweden’s hair for more than four decades. SpoilConcept managed PR and communications for the brand’s 60th anniversary and the release of the jubilee book Björn Axén Haute Coiffure, inviting select press for the first time to Johan Hellström’s home – the former residence of Björn Axén.

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