Sachajuan, the celebrated Swedish haircare brand, has earned a loyal following for its minimalist approach and innovative Ocean Silk Technology, designed to enhance hair health, strength, and shine. Founded in 1997 by internationally acclaimed stylists Sacha Mitic and Juan Rosenlind, Sachajuan emerged from their salon roots to challenge the complexity that was creeping into the haircare industry.
Observing the rise of complicated formulas filled with hard-to-pronounce ingredients, the duo launched Sachajuan in 2004, focusing on simplicity, functionality, and results. Today, the brand is globally recognized but remains deeply connected to its craft-centric beginnings.
Sachajuan’s reputation as the first haircare brand in Ken’s Apothecary’s portfolio has helped it gain popularity in Malaysia. Its products are favored not only for their suitability for all hair types but also for their effectiveness in humid climates — a perfect match for the local environment.
In an exclusive session at B Hotel’s Upper House KL, founder Sacha Mitic shared insights into how his background as a hairdresser influenced the brand’s development and philosophy.
Crafting Hair Care That Works
Mitic emphasized that understanding the craft of hairdressing was vital to developing effective products. “We’ve been developing a toolbox, and you can’t do that if you don’t understand the craft,” he said. His experience working with hair in salons and for photography helped shape formulas that support hair rather than weigh it down.
The key, he explained, lies in balancing functionality with lightweight performance—often a difficult feat. To achieve this, Sachajuan uses a blend of algae in its OceanSync technology, a unique mix that strengthens and nourishes hair without heaviness.
OceanSync Technology Explained
“It’s actually different algae combined in our formulations,” Mitic explained. “It’s like when you make a dish—you use a few ingredients. It’s a balanced mix.”
A Brand for Those Who Value Simplicity
When asked to describe the typical Sachajuan user, Mitic said, “It’s someone who appreciates quality and simplicity.” He prefers to describe the brand’s aesthetic as “understated” rather than minimalistic—quiet and refined rather than bold or flashy. This philosophy extends beyond the products to design and fragrance, creating a cohesive, authentic experience.
Hair Care Tips for Humid Climates
Addressing Malaysia’s humid weather, Mitic offered practical hair health advice: “Humidity tends to make hair collapse, so you need more texturising products. Our ocean mist is perfect for this climate because it adds texture and helps hair maintain its shape.”
On the topic of layering products, he highlighted the brand’s lightweight formulas designed to allow multiple styling products without heaviness or stickiness, making them suitable for all hair textures—from fine to coarse—while preserving movement and shine.
Authenticity at the Core
Mitic reiterated Sachajuan’s commitment to authenticity: “Our approach hasn’t changed much since the beginning. We evolve, but our DNA remains the same. We don’t create products just to follow trends; we make products we truly identify with. That’s what makes a brand.”
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