HJ REPORTS: SACHAJUAN

SACHAJUAN celebrated its 20th anniversary in Stockholm, Sweden

"As a small brand we put in all our knowledge from successes to failures – it’s important to learn from your failuresand understand what you don’t want to do."

In September, stylists from around the world gathered in the heart of Stockholm to celebrate 20 years of SACHAJUAN. The event was hosted at the prestigious Grand Hotel, where guests were greeted by CEO and Creative Director, Sacha Mitic. We were invited to explore the brand’s 20-year evolution in the SACHAJUAN Exhibition, which led us through the origins of the story from the first salon opening in 1997 to key milestones and global expansion. 

From here, guests came together for a champagne reception ahead of a stunning per formance from the Alhanko Academy of Ballet before an introduction from Sacha who commented: “I’m very grateful for the people that are in our team and the partners we have around the world that represent us. I believe we should deliver high quality products that are easy to understand, and I think we’ve been consistent in that. As a small brand we put in all our knowledge from successes to failures – it’s important to learn from your failures and understand what you don’t want to do.”

Alhanko Academy of Ballet

Sacha then invited Elena Lavagni, co-owner Neville Hair and Beauty, Ulrich Graf, owner of Hair Graf, and Pete Burkhill, SACHAJUAN Ambassador and celebrity hairstylist, on stage for a panel talk discussing the evolution of the hairdressing industry. The talk emphasised the importance of understanding client needs and community building.

Sacha Mitic, Ulrich Graf, Elena Lavagni, Pete Burkhill

Elena talked about how understanding clients on a deeper level has always been essential to success: “Clients are not necessarily telling us what they want, you need to learn how to read between the lines and find the right way to pre-empt their needs.” Building community and finding balance in the business were also mentioned as critical factors that shaped the Elena's early career.

The panel talk also focused on the impact of social media on hairdressing education and the need for stylists and salon owners to adapt to changing client demands. The conversation then moved on to how social media has transformed the hairdressing industry and how platforms like Instagram and TikTok have taken over as primary tools for sharing work, educating audiences, and drawing inspiration. “We’ve had to evolve the way we share our work because social media became such a big tool. We had to consider - how do you show a hairstyle in 2D rather than to a live audience?” shares Pete. The panel also turned their attention to how attitudes to products have changed with social media's influence. 

“Per formance and ease of use is very important as well as the sustainability of a product and the ethos of a company,” says Elena, explaining that stylists and clients are becoming more mindful of the values behind brands, wanting to ensure they represent their world view, with Pete adding, “It’s really simple for me, it has to work. It has to be a good product. People put a lot of energy into things like packaging, but ultimately does it work? That’s how I base my decision.”

SACHAJUAN immersive exhibition

Finally, we sailed away for a magical evening on Dalarö Skans. As the sun set, guests enjoyed a three-course meal and toasted 20 years of SACHAJUAN, looking ahead to the next chapter.