INTRODUCING THE NEW CURL SERIES BY BJÖRN AXÉN

Natural curls have taken center stage, with a growing global movement celebrating texture, individuality, and the power of embracing your own curls. On TikTok alone, #naturalcurls has reached over 710 million views — a clear sign that the curl revolution is here to stay.

Björn Axén is proud to introduce the new Curl series – a complete haircare and styling routine designed to nourish, define, and enhance all curl types. Building on the success of the award-winning Curl Creator Cream – a best-selling styling product in the Björn Axén range – the Curl series meets the high expectations of today’s curl community, offering performance, care, and professional results.

With a high concentration of moisturizing and nourishing ingredients, the Curl series addresses the most common concern for curly hair: lack of moisture. Developed to suit both fine and coarse hair, every product is formulated to deliver long-lasting hydration, definition, and bounce – without frizz.

A 4-STEP ROUTINE FOR STRONG, HYDRATED, AND DEFINED CURLS

Step 1: Curl Shampoo
Sulfate-free and gently cleansing, this shampoo is packed with Creatine, Nordic Birch Sap, and Jojoba Oil to strengthen, hydrate, and boost shine without drying out curls.

Step 2: Curl Conditioner & Curl Hair Mask
Intensely moisturizing care formulated with Creatine, Nordic Birch Sap, and nourishing Jojoba Oil. The Curl Hair Mask is further enriched with Shea Butter for deep, long-lasting hydration. While the conditioner provides essential daily moisture, the hair mask delivers an intensive treatment that leaves curls soft, defined, and full of bounce.

Step 3: Curl Defining Mousse/Curl Creator Cream and Curl Brush
For styling, choose between two curl-enhancing heroes:

• For fine hair: Curl Defining Mousse, with Aloe Vera and Niacinamide, is lightweight and provides structure, nourishment, and shine.
• For coarse hair: Curl Creator Cream, with heat protection up to 220 °C, Creatine, and Jojoba Oil, creates high-definition curls while protecting against frizz, heat, and UV damage.

The Curl Brush gently detangles and defines curls, helping you create smooth, bouncy styles with ease.

Step 4: Curl Reactivating Spray
Refresh and maintain your curls between wash days with this lightweight mist, formulated with high levels of Glycerin and Almond extract to revive definition and restore hydration.

The Curl series features a fresh and vibrant scent with notes of lemon, white tea, and white musk – for a fresh, feel-good finish every time.

RESULTS FROM CLINICAL AND CONSUMER TESTS:

9 out of 10

• experience that their curls feel moisturized after using the Björn Axén Curl routine (99% fine hair, 94% thick hair) *
• experience that their curls are visibly defined and enhanced after using the Björn Axén Curl routine (98% fine hair, 94% thick hair) *
• would buy the Björn Axén Curl routine and recommend it to a friend (91% fine hair, 85% thick hair) *
  
  

10 out of 10

• experience that the Björn Axén Curl routine provides proper care for their hair*

Curls last up to 24 hours after using the Björn Axén Curl routine**

PRICING

CURL SHAMPOO 250 ML 240 SEK/NOK, 170 DK, 24 EUR
CURL SHAMPOO 750 ML 620 SEK/NOK, 440 DK, 62 EUR
CURL CONDITIONER 250 ML 250 SEK/NOK, 180 DK, 25 EUR
CURL CONDITIONER 750 ML 650 SEK/NOK, 470 DK, 64 EUR
CURL HAIR MASK 200 ML 260 SEK/NOK, 190 DK, 27 EUR
CURL REACTIVATING SPRAY 150 ML 220 SEK/NOK, 150 DK, 21 EUR
CURL CREATOR CREAM 150 ML 220 SEK/NOK, 150 DK, 21 EUR
CURL DEFINING MOUSSE 200 ML 260 SEK/NOK, 190 DK, 27 EUR
CURL BRUSH 300 SEK/NOK, 230 DK, 32 EUR

AVAILABILITY
The Curl series will be available starting August 2025 at bjornaxen.com, Björn Axén flagship salons and selected retailers.