LETTER FROM SACHA
I started my career in the late 70’s training, working, and exploring the world of hair and beauty. I have been working through different stages in hairdressing inspired by time, people, culture, and interesting ideas about life.
To master movement, texture, and shape to be able to transform hair to look beautiful, and to be part of natural looks is always a challenge. I have used all my experience, to create products I believe in. The result is an important toolbox in the daily work of a hairdresser and for the end consumer. SACHAJUAN strives for high performance with the best modern technology, combined with easy communication and classic aesthetics. The products SACHAJUAN creates should be easy to use and understand for every stylist and consumer. I believe that the products should support your work and transform hair, give you full control, and not let the product control you.
I hope you will enjoy.
Sacha Mitic Founder & CEO
INTRODUCTION
SACHAJUAN was founded by Sacha Mitic and Juan senlind in 1997 when they opened the eponymous salon in Stockholm.
Sacha Mitic, SACHAJUAN current CEO, developed at a young age an interest in hairdressing which he pursued in parallel of his education in economics.
After several years of experience in Sweden and the US where he developed his craftsmanship and raised his profile on the global hairdressing scene, he moved back to Stockholm to start his own salon with Juan Rosenlind. Juan is no longer present in the company.
acha has 40+ years of successful hairdressing experience having worked for the most prestigious magazines and extensive celebrity styling.
THE SACHAJUAN SALON
When the first SACHAJUAN salon opened in 1997, its interiors communicated the brand’s commitment to a curated, minimalist approach. The simplified and transparent way of working with hair was reflected in the use of quality materials and selection of carefully selected design classics.
The large windows, spacious rooms, and sleek interiors set the tone for a new era in haircare. Qualitative products and high-level skills were presented as part of a larger context, offering a holistic lifestyle experience for the client. Today, the salon is a Stockholm landmark, a reflection of the continued relevance and timelessness of the brand.
The development of the SACHAJUAN brand is firmly established in the original expression of the salon – it has served as a continuous source of inspiration and demonstrates SACHAJUAN’s consistent dedication to uncomplicated, high-quality haircare.
CRAFTMANSHIP
Early in his hairdressing career, Sacha identified a gap in the market for high-quality consumer-friendly products available in salons, department stores, and specialty retail.
After several years of R&D, the use of the best available technology and numerous tests in his salon, he launched in 2004 a range of high-performance and premium haircare products made of high-quality and clean ingredients.
SACHAJUAN haircare products are performance-driven, honest and easy to use, providing both hair stylists and clients a toolbox to create simplified high-quality care and control.
SACHAJUAN visual aesthetic is modern, discerning and minimalistic – to capture the feeling of simplicity, elegance and movement.
WHAT WE DO
Offer premium products based on craftsmanship, mastery, and innovation.
HOW WE DO IT
High performance and clean ingredients with evident benefits in easy-to-use products.
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WHY WE DO IT
To provide professionals and consumers with haircare products that offer exceptional performance, while ensuring ease of use and comprehensibility.
SACHAJUAN cuts through complexities and refines the beauty routine by simplifying both products and haircare routine and give users complete creative freedom
“Our products help stylists and customers achieve a personal look in the easiest possible way. Each one is designed to produce an effortless look, enabling a confident, modern, and personal twist”
- SACHA MITIC
THE CONSUMER
The SACHAJUAN consumer is interested in what happens worldwide, not least lifestyle trends. They prioritize self-care and appreciate the uncomplicated effortlessness of highperforming clean products.
The consumer seeks out reliable products and desires an immersive brand experience. That translates into products that are easy to use and consistently perform. The look and identity of the brand is an integral part of the experience.
The SACHAJUAN consumer is not identified by age, gender, or ethnicity. Instead, what defines them is a general attitude –marked by curiosity and being conscious. They want to feel inspired and safe in the knowledge that the brands they use are of premium quality and have a strong market position while being trustworthy. The products help them create their desired look without controlling or limiting their expression.
PRODUCT DEVELOPMENT
The SACHAJUAN products are high-performance, straightforward, and honest. They are designed to be effortlessly used and to support creative endeavors. The transparency of the formula is reflected in the minimalistic design. Product development, R&D, and production are all locally based in Sweden. All raw materials are sourced from within the EU. We strictly follow all environmental and regulatory legislation pertinent to these specific markets to ensure the highest quality and safety. All SACHAJUAN products are developed and produced by Swedish manufacturers in the Stockholm area. The goal is to create a product range with high-quality content and clear instructions for the end consumer.
The design of SACHAJUAN products is inspired by the brown glass traditional medicine bottles found in Sweden combined with the white and elegant simplicity inspired by its salon. In 2004, the first line of SACHAJUAN haircare products was introduced to the Swedish market. The first products, still on our best-seller list today, are Normal Hair Shampoo, Normal Hair Conditioner, and Hair Repair.
KEY INGREDIENTS AND TECHNOLOGY
OCEAN SILK TECHNOLOGY
We select ingredients by purity and performance.
The SACHAJUAN haircare products are enriched and developed with our Ocean Silk Technology, a unique technological formulation extracted from the two cold water algae Rhodophyceae BIOEXTENDER® and Chondrus Crispus OLIGOGELINE® .
The algae are naturally harvested from the coast of Normandy, France. The sea surrounding France's Bréhat archipelago has a rich biodiversity and contains hundreds of suspended species. With this unlimited potential in mind, CELEBRITY™ has also made it possible to create a bank of macroalgal cells.
Rhodophycea is known for strengthening hair, increasing elasticity, and adding moisture. It works primarily on the inside of the hair, boosting the hair’s mineral balance with magnesium, calcium, manganese and zinc, which can get depleted by daily damage.
Chondrus Crispus (OLIGOGELINE®) acts mainly on the surface of the hair. It contains a higher calcium and zinc content to help boost shine and daily damage.
Both algae hold great nourishing and normalizing properties for the scalp.
RHODOPHYCEABIO-EXTENDER®
RedalgaelikeRhodophyceatendtoliveindepth, strugglingforenergyandoptimizationof biochemicalreactions. Redalgaehavetheabilitytoaccumulatemineralsof theocean.Therefore, Bio-extender presentsthefollowingcontentofelements:
Magnesium>400mg/kg
Calcium>250mg/kg
Manganese>2mg/kg-va.1
Zinc>2mg/kg RESULTS
-Preventshairdamage
-Strengthenshairfiber
-Rebuildsnaturallook
MANGANESE:
Essentialtoglucidsandlipidsassimilationprocess. Controlselaborationofenzymesimpliedinvitamin metalizationB1,B3,C).
Importanttraceelementinhair. Playsanactiveroleinhairreconstitution. Fightsagainsthairaging.
Essentialtothetreatmentofbrittlehair
CALCIUM: Presencecontributestoironandvitaminsmetabolism. Roleinenzymaticfunctioning.
ZINC
Guarantiesmolecularandcellintegrityofhair(RNA-DNA protection).
Improvesfragilehair.
Alsopresent:COPPER,IRON,MAGNESIUMandSULFUR.
CONDRUS CRISPUS OLIGOGELINE®
OLIGOGELINE® is derived from a specific extraction of the red algae CHONDRUS CRISPUS.
The partial extraction of this algae allowed for obtaining an ideal and original polysaccharide and mineral composition.
The product obtained is OLIGOGELINE®, a sensorial active ingredient with a fabulous feel, a true “plant silicone” (SILICONE VEGETAL®).
The main minerals composing OLIGOGELINE® are Calcium and Magnesium in equal proportions, manganese, and zinc.
In view of the results obtained, under the experimental conditions retained, the product.
"OLIGOGEL de brilliance" (applied for 14 days daily on the hair of 10 female subjects, with damaged and/or dull hair) was globally well-considered by the 8 volunteers.
These 8 volunteers indicated that the product had an effect on their hair:
-An improvement in the shine
-An improvement in the softness
-Smoother hair
These assessments were confirmed by the examination of the hair under scanning electron microscopy which resulted for 8 subjects in an improvement in the appearance of the hair, observed by a more regular arrangement of the scales, and their closing against the capillary stem.
CONDRUS CRISPUS OLIGOGELINE®
EARTH SILK TECHNOLOGY
Earth Silk Technology offers a nourishing effect that imparts a soothing sensation to the skin. It contains an active ingredient derived from beta-oat glucan AVENACARE ™ . The soluble fibers from oats penetrate both the dermis and epidermis, delivering rejuvenating properties to the skin.
Earth Silk Technology is extracted from locally grown Swedish oats. The ingredients are produced through a patented, chemical-free process. The active ingredient has undergone clinical trials, where it demonstrated anti-aging effects and the ability to soothe skin irritations and minor burns.
Together with other active ingredients in SACHAJUAN BODY CARE, Beta Oat Glucan constitutes SACHAJUAN's unique Earth Silk Technology. The fine oat fibers can penetrate various layers of the skin, stimulating collagen production, which in turn reduces the appearance of wrinkles.
PRODUCTION AND SUSTINABILITY
All raw materials are of high quality, clean, and sustainably and ethically sourced in the EU. Most of the products are produced locally in Stockholm, Sweden.
Most products are vegan. The only products that are not vegan are our wax products which contain Lanolin, an ingredient extracted from wool.
Supply chain partners are carefully selected to ensure they adhere to SACHAJUAN's core ESG principles.
SACHAJUAN complies with all production and labor laws. Its suppliers are Good Manufacturing Process (GMP) certified. All packaging is recyclable.
SACHAJUAN has partnered with Bower in the Nordics to offer its consumers a service that allows them to recycle all product packaging and receive rewards. These rewards can be used at SACHAJUAN.com or donated to charities.
Find out more about bower and the program here - https://getbower.com
SACHAJUAN
IS PRESENT IN OVER 30 MARKETS –RETAIL, ECOM AND PROFESSIONAL
USA, CANADA, SWEDEN, DENMARK, NORWAY, FRANCE, SPAIN, GERMANY, ITALY, NETHERLANDS, POLAND, UK, GREECE, SERBIA, CROATIA, CZECH REPUBLIC, ROMANIA, ARMENIA, BULGARIA, LITHUANIA, ESTONIA, AUSTRIA, ISLAND, UKRAINE, INDIA, UAE, KUWAIT, QATAR, BAHRAIN, CHINA, MALAYSIA, SINGAPORE, INDONESIA, TAIWAN, SOUTH KOREA, JAPAN, AUSTRALIA, URAGUAY.
The Lounge Soho
WEST ASIA / MIDDLE EAST
SELECTED LUXURY RETAIL, ONLINE & PROFFESIONAL PARTNERS
EAST ASIA / AUSTRALIA
GLOBAL PRESS PRESENCE AND AWARDS
SACHAJUAN has a robust presence in the international press and received its first international award in 2005. SACHAJUAN frequently appears in major international publications, both digitally and in print. Some notable mentions include Vogue, Marie Claire, ELLE, Harper's Bazaar, GRAZIA, Esquire, Allure, Cosmopolitan, GLAMOUR, and FORBES, among others.
To date, SACHAJUAN has garnered over 60 awards from countries including the USA, Sweden, Denmark, the UK, Taiwan, and Korea.
SACHAJUAN regularly organizes PR events in major press hubs such as New York, Paris, London, Berlin, Sydney, and Dubai.
SACHAJUAN also works with global editorial and celebrity stylists such as Pete Burkill, Daniel Moon, Sal Salcedo, Joshua Williams, and Nathan Nguyen. The products have been spotted in use and cherished by celebrities including Kim Kardashian, Kaia Gerber, and Ellen DeGeneres.
AWARDS LIST SACHJUAN 2022/2023
MARIE CLAIRE UK HAIR AWARDS 2022
PROTECTIVE HAIR PERFUME
BEST HAIR PERFUME
GLAMOUR BEAUTY AWARDS 2022
SCALP SCRUB
BEST IN WAVY HAIR
ROBB REPORT GROOMING AWARDS 2023
EXFOALIATING HAND WASH FRESH LAVENDER
POP SUGAR BEAUTY AWARDS 2022
BEST HAND SOAP
SWEDISH BEAUTY AWARDS 2022
EXFOLIATING HAND WASH FRESH LAVENDER
BEST HAND PRODUCT
SCALP SCRUB
COSTUME BEAUTY AWARDS 2022
BEST IN SOFT HAIR
THIS YEARS COSMETICS EXPORTER
NEW BEAUTY 2022
EXFOALIATING HAND WASH FRESH LAVENDER
BEST IN BODY
SOCIAL MEDIA
SACHAJUAN's social media channels portray the brand's image through quality images and videos produced by SACHAJUAN. The purpose of SACHAJUAN's social media channels is to invite consumers into SACHAJUAN's visual aesthetic and be inspired by the lifestyle, expression, and feeling conveyed. The visual expression is combined with the knowledge, and execution of hair care and styling, established from SACHAJUAN’s professional heritage. The content varies between images and videos of products and formulas with educational and informative captions, brand images, and campaigns aimed at strengthening relationships with consumers through current and narrative content similar to the 'STYLING SESSION' concept, and brand concepts such as 'SACHAJUAN Presents'.
The goal of SACHAJUAN's social media channels is to express a visual portfolio of the brand, along with developing engaging content that connects with existing consumers and interesting new consumers to interact with the brand. The evolution of SACHAJUAN social media marketing is produced through new concepts and contemporary advances, originating from the roots of SACHAJUAN's establishment.
@SACHAJUAN
ADVERTISEMENT
SACHAJUAN collaborates with two advertising agencies to ensure comprehensive coverage of digital advertisements across all metaverse platforms as well as on TikTok.
The primary objective of these digital advertisements is to enhance brand awareness.
SACHAJUAN also engages in OOH (Out of Home) advertising for larger campaigns, such as the annual Brand Campaigns.
PERSONALIZED CUSTOMER EXPERIENCE
SACHAJUAN Hair Test is an online tool crafted to provide our customers with personalized hair care recommendations based on their unique needs and preferences.
This type of customer journey evaluates which products align best with various facets of an individual's hair, considering attributes like texture, density, and overall health. By responding to a series of straightforward questions, users receive tailored suggestions for the most suitable products and treatments.
The test generates great insight into customer behavior and is beneficial when launching new products, updating offers and maximizing cross – sell opportunities.
The test can be found at sachajuan.com
