Swedish Mane Master Sacha Mitic on Creating Cult Favorite Line Sachajuan

Sacha Mitic–meet the co-founder behind the cult favorite Swedish brand, Sachajuan. Chances are you’ve spotted Sachajuan while browsing product at the salon, or even scrolling through the pages of Violet Grey and Sephora. Heck, you probably have their best selling Ocean Mist Silk Technology  in your bathroom. The creation of Stockholm’s most recognized fashion hairdressing duo, Sacha Mitic and Juan Rosenlind, Sachajuan haircare launched back in 2004, and is still wildly popular.
Sacha and Juan have mastered the art of approachable luxury–from their namesake Stockholm salon’s clean, minimalist aesthetic to their product line’s calm, relaxed packaging–everything about what they’ve built gives off Scandinavian cool in all the right ways. They opened their salon 20 years ago, and are still the go-to salon for quintessential Scandi-girl hair. Read: effortlessly balanced blonde with loads of movement. Below, read on to hear about Sacha’s challenges as a salon owner and haircare founder, his beauty philosophy, and how to achieve that off-duty Scandinavian style. 

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What inspired you to become a hairstylist?

Beautiful women and their hair are what inspired me to become a hairstylist.

How did you get your start in the industry?

Actually by accident I had my hair cut at age of 14 by an interesting and beautiful woman and I started the conversation by asking how is it to be a hairstylist and she convinced me to come and help out in the salon on the weekends and in my spare time.

What was one of your biggest career challenges and how did you overcome it?

One of my biggest career challenges was to make the decision at age 19 to put all my time and energy in to learning and developing the craft of hairdressing. Even if it wasn’t seen as a career opportunity by my closest circle.

Mane Master Sachajuan

What’s your beauty philosophy?

My beauty philosophy is that everyone can be beautiful, if you can make Charlize Theron look like a monster in the film Monster you can make a monster look like Charlize Theron.

What would you tell your 21-year-old self?

Be patient.

What’s one thing you’ve learned along the way to becoming a hairstylist, salon owner and brand founder?

The most important thing I’ve learned is that the most simple things can be very complex and when you start a venture you will always be solving problems. Some look at problems as a negative but I prefer to look at them as positive; something you will develop, learn, and grow from.

sachajuan salon in stockholmSachajuan salon in Stockholm

Where do you find inspiration?

I find my inspiration in the people around me.

What is the biggest difference between women’s approach to hair in Sweden versus the United States?

In one way it’s hard to compare; Sweden has a population of 10 million people, less than New York City. In general women in Sweden take a more practical approach with their hair.

What is the key to getting Swedish girl hair?

If you mean naturally blond girl-next-door with hair in movement, then it’s about getting blond hair that is balanced and not over processed or too blunt in the color and a cut with graduation and layers that creates movement without making hair look chunky or frizzy.

What is the most overrated hair look?

The most overrated hair look is complicated technical hair.

What is the most underrated hair trick / look / hack?

The most underrated would have to be a nice groomed ponytail

Mane Master Sacha

Why did you create your own line?

It was a natural extension and complement of what I was already doing.

What advice would you give to new stylists or those who aspire to create their own haircare line?

Be true to yourself and not to the market around you.

What sets your line, Sachajuan, apart from other lines out there?

Simplicity and high performance is what sets Sachajuan apart from other brands out there.

What was the biggest challenge starting your own line of hair products?

Oh, this would have to be the ability to finance our idea without compromising our vision.

Is there something you know now that you wish you would have known when creating your line?

It is better not to know all the challenges and difficulties ahead. Having a little bit of naïve approach can be a great start.

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