2026-10-26 15:53Pressrelease
Björn Axén announces the appointment of Onur Aktas as CEO
Onur Aktas, new CEO & Johan Hellström Owner and Chief Brand OfficerSwedish heritage haircare and styling brand Björn Axén today announces the appointment of Onur Aktas as CEO*, marking a significant step in the company's continued growth journey. Onur brings more than two decades of leadership experience from some of the world's most respected beauty and luxury houses, including YSL Beauty, Parfums Givenchy, Kenzo and Benefit Cosmetics within the Kering and LVMH groups.
Throughout his career, Onur has successfully led international growth, commercial strategy, retail development, and market expansion across multiple regions. He has a proven track record of building brands, accelerating profitable growth and scaling businesses from emerging challengers to category leaders. An experienced people leader, he has also built and led high-performing international teams united by a shared ambition to drive sustainable success.
When Onur assumes the role of CEO, longtime owner and current CEO Johan Hellström will transition into a new position within the company, as Chief Brand Officer, focusing on the creative direction of the brand as well as product innovation and development. Johan will remain actively involved in the business and continue to play a key role in shaping Björn Axén's future growth.
Onur Aktas, comments: “Björn Axén is an iconic Swedish brand with a truly distinctive proposition, exceptional products, a strong culture of innovation and a dedicated team. I look forward to joining the company at such an exciting stage of its journey. The foundations for continued success are firmly in place, and I am excited to work alongside the team to accelerate growth, strengthen the position internationally and realize the ambition of leading the development of the Scandinavian premium haircare category."
Johan Hellström, Owner of Björn Axén, comments: "As we enter our next phase, it is the right time to bring in a leader with proven experience of building and scaling premium beauty brands internationally. Onur's combination of strategic vision, commercial acumen and deep understanding of the global beauty industry makes him exceptionally well positioned to lead Björn Axén forward. I could not feel more confident handing over the baton as we continue to accelerate the journey ahead."
As Björn Axén enters its next chapter, the brand is evolving its distinctive Swedish heritage through a refined visual identity and a renewed flagship destination. Since 1963, Björn Axén has been defined by professional expertise, craftsmanship and a commitment to creating beautiful, healthy hair. The new identity is not a reinvention, but a refinement, bringing Björn Axén’s heritage and professional authority into the future. The updated brand identity, alongside the new flagship store and salon at Norrlandsgatan 7 in Stockholm, will be unveiled to the public on 21 October.
*Onur will assume the position of CEO by the end of the year.
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 hair care and styling products for all hair types, rooted in its long-standing tradition of excellence.