Haircare With A Scandinavian Soul

Can a new brand from Sweden appeal Indian consumers amidst the tough competition in the industry? We ask SACHAJUAN's co-founder, Sacha Mitic

- By Sukriti Shahi

Swedish hairstylist and entrepreneur, and co-founder of the cult-favourite haircare brand Sachajuan, Sacha Mitic has brought his signature minimalism and high-performance formulations to India. Mitic, with his friend and hair guru Juan Roselind, opened their salon in 1997 followed by the launch of their eponymous hair care brand Sachajuan (Sacha+Juan) in 2004, a brand that focuses on bringing their decades of hairstyling expertise and Scandinavian hair care secrets through its range of products.

Sachajuan was started in Stockholm and is now available in over 35 countries. Mitic with his decades of hairstyling experience on set, backstage and in salon co-created Sachajuan to bring good hair days accessible to people. In an exclusive conversation, Mitic delves into the brand's expansion into the Indian market, the evolving landscape of men's grooming, the latest hair trends shaping modern style, and what makes Sachajuan stand out?

How did you decide to enter the Indian market?

India has long been a market of great interest to us, not only due to its size but also because of the cultural significance placed on haircare. We observed an increasing focus on ingredient quality, scalp health, and effective, performance-driven products-principles that align closely with SACHAJUAN’s philosophy. The growing demand and genuine appreciation for high-quality haircare made entering India a considered and strategic decision. We approach this market with respect and a commitment to delivering lasting value through products that meet real needs.