HJ Reports: Stockholm with BHBD
HJ visited Stockholm for a mystical evening with wig and extension brand, BHBD
On Saturday 30 May, BHBD hosted a ‘Mystical Garden Party’ in Stockholm, Sweden, bringing together over 400 salon owners, stylists, distributors and press from across Europe to celebrate the brand’s success – and shed a light on some upcoming launches. While BHBD already have a strong presence in Sweden, the brand – known for their wigs, extensions and hair toppers – have now launched in the UK.
Founded by Louise Sköld, a hairdresser and entrepreneur, BHBD was created following her own experience of alopecia, born out of a desire to protect your natural hair while giving you the look you love.
Dan Rose, Managing Director at ADSN Solutions, who are exclusively distributing BHBD in the UK, shared: “A lot of salons are struggling right now, so we wanted to help bring them a service that’s going to really help generate turnover and help bring clients back into the salon.”
Held at Skepparholmen Nacka – a seafront hotel and spa set on the idyllic island of Värmdö in Sweden’s Stockholm archipelago – guests arrived by boat and were welcomed by floral-adorned dancers, providing a hint at what was to come in the evening ahead.
Louise kicked off the event thanking guests not just for their attendance, but for their support of the brand. Teasing the agenda for the evening, she revealed: “Tonight we’re going to take you back to our roots – with our premium wig collection.” Available in half lace and whole lace, models took to the stage to showcase the versatility of the brand’s wigs, with styles ranging from ethereal, lived-in waves to sleek and straight long lengths. Stylists including Sinead Gregory, UK Head Educator for BHBD, then stepped in to demonstrate how quickly a wig transformation can really be.
PREMIUM WIG COLLECTION
LOUISE SKöLD WITH BHBD EDUCATORS
NEW LAUNCHES
THE GARDEN COLLECTION
Marianne Jensen, Copenhagen-based hairdresser and session stylist, then joined Louise on stage to share her appreciation for the work the brand has been doing in the hair loss space. “You have helped open a whole new creative world that gives every client the chance to have their dream hair. Thank you for bringing confidence and beauty back to so many women; seeing the shine in their eyes after a wig, or extension transformation, is simply incredible.” Marianne worked with five different models on stage to create eight different looks with custom colour work, highlighting the reliability of the hair.
More than just a hair show, the evening also featured performances, with dancers showcasing the brand’s synthetic wig collection. After five years of development, the range is available in 15 shades and can withstand temperatures of 180 degrees. Haircare also took centre stage, with two new launches being unveiled for the first time: Shine Drops and Glass Coat.
The show also featured an avant-garde collection called ‘The Garden’ – a series of bold, whimsical hair looks designed to position hairdressers as ‘dream makers’, in a nod to the brand’s moniker, Big Hair, Big Dreams. Concluding the show, ten models showcased the power of extensions, with a selection of trend-driven, salon-friendly colours.