Brand Focus: Sacha Mitic of Sachajuan on what defines great hair
In conversation
For this edition of BURO’s Brand Focus, we’ve got the low-down on Scandi hair secrets from the master himself, Sachajuan’s Sacha Mitic.
Scandi hair this, Scandi girl that—a quick swipe through Pinterest, TikTok, or Reels will have you met with countless tutorials and inspo boards trying to help you emulate the effortless cool of the Swedes. Emphasising elegance and a minimalist approach, the “Scandi trend” focuses on comfort, simplicity, and quality, and it’s always paired with tresses that match that easy-going, undone feel. If you’ve been hoping to embrace the lifestyle yourself, you’ve come to the right place.
Founded in 1997, Sachajuan brings decades of hairstyling expertise and a Scandinavian sensibility to in-salon and at-home hair care. What started in a Stockholm salon has evolved into a globally recognised brand that is now sold in over 35 countries. As for the man behind it all? That would be Sacha Mitic, the co-founder and CEO of Sachajuan.
Starting out at just 14 years old, Mitic worked as a hairdresser in the late ‘70s before finding his footing as a professional session stylist, which eventually brought him over to New York in the ‘90s. Leveraging his experience on set, backstage, and in the salon, Mitic would go on to create the brand with fellow hairstylist and friend Juan Rosenlind to help make great hair days more accessible to their clientele.
Sachajuan has long been established in Malaysia (fun fact: it was the first hair care brand brought on by Ken’s Apothecary), and it has garnered a loyal cult following on our shores. And, it’s just our luck that Mitic should stop by KL for a whirlwind visit, hosting a luncheon at B Hotel’s Upper House. During the event, we were treated to an intimate hairstyling masterclass led by the stylist, featuring key styling products in the Sachajuan repertoire. At this event, we had the pleasure of sitting down with the founder to glean his expert takes on the definition of great hair, the Scandi approach, and his best hair advice for our local climate. Find our full exclusive ahead:
How did Sachajuan come into existence?
“I was working in New York in the ’90s as the first Swedish session stylist, and I had been there for over 20 years doing editorial hair. Then, in 1997, I returned to Stockholm and opened a salon called Sachajuan. In 2004, we launched our product line.
“Obviously, you don’t just wake up one day and say you’re going to make hair products. The product formulations came from years of experience, designed to solve challenges that we encountered in the salon. At the time, most brands were targeting professionals. I believed that we should target the consumers directly, and that they would buy with us hairdressers instead of from department stores if given the choice. We wanted to simplify hair care for the consumer, and we demystified the products with straightforward names like ‘Volumizing Shampoo’ or ‘Moisturizing Shampoo’.
“The clean aesthetic and simple communication of our brand reflected our Scandinavian values. Our first export market was the US, and from there, it just grew organically. Today, we’re available in over 35 countries worldwide.”
What do you think defines the Scandinavian approach?
“In Scandinavia, we like things that are very practical. We have that kind of Swedish DNA where we try to take away as much fuss as possible and get straight to the point. Overall, our approach to everything is rooted in practicality. We remove the unnecessary and focus on solutions. This translates to our product design and branding—everything is clean, easy to understand, and functional. Scandinavian design is not about over-complication; it’s about quality and clarity.”
What defines great hair to you?
“Well, great hair is so personal. What I think defines great hair might not line up with the millions and billions of other opinions around the world. Everybody will approach ‘great hair’ in different ways, but one thing that always will define beautiful hair is shine and movement.
“Shine suggests vitality, and that’s always appealing, regardless of trends. Trends evolve—often quickly thanks to social media—but shine and movement are timeless.”
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One ingredient sits at the core of the Sachajuan line—can you explain what makes ‘Ocean Silk Technology’ so remarkable?
“Our Ocean Silk Technology is a proprietary blend of nutrient-rich marine ingredients, specifically extracts from two cold water algae; rhodophycea and chorondus crispus. We worked with scientists to develop this ingredient, and we found that these extracts contained the same exact minerals that are lost with hair damage.
“The technology works to restore the hair, delivering deep hydration to the hair and scalp, improving the strength of the hair, and nourishing the hair and scalp—all without weighing the hair down.”
How has Sachajuan adapted to the more ingredient-savvy consumer of today?
“We’ve maintained our core philosophy but evolved our communication. In 2004, ingredient transparency wasn’t a priority for consumers. Now, it is. Our products use high-quality, FDA-approved ingredients. But good formulation is about balance—not just one hero ingredient. Creating a product is like designing fashion: maybe a designer doesn’t make the clothes directly, but they still choose the materials, design the structure, and oversee the execution. It’s complex. Essentially, we work with our R&D team closely to create a great formulation that is simple for our customers to understand and also effective.”
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Hair trends have evolved immensely in the last fifty years—what have you noticed about the trend cycle in your decades of experience as a hairstylist?
“There are macro trends that move slowly and microtrends that move quickly. With the macrotrends, we’re seeing more glamorous, voluminous looks overall now, but eventually, people will push back against that, seeking more minimal, cleaner aesthetics. This cycle takes a lot of time and this has been proven in the past. For example, when you talk about the ‘60s look, that ‘60s look didn’t actually happen until the end of the ’60s. Same with how the ’70s didn’t actually happen until the end of the ‘70s.
“But, with today’s digital culture, we see so many images in a day—it’s not like before, where you’d have to buy a magazine. Now, we are exposed to so much more diversity, so it’s harder to pinpoint microtrends.”
If there’s one Sachajuan product everyone in Malaysia should try, what would it be?
“I don’t believe in a one-size-fits-all product. Firstly, there are so many different hair types, even in Asia you have fine hair, thick hair, curly hair, straight hair—all hair types, so you cannot apply the same routine for everyone. You need to think about what your hair needs and what your scalp needs, and build a routine from there.
“I see our collection as a toolbox—you wouldn’t build a house with just a hammer. That said, some products have become iconic. Our Ocean Mist is one of them—it creates texture and grip, which is especially useful in humid climates. In addition, it also boosts body, shine, and hold, helping your style last longer despite the hot weather here. Others like our Leave-In Conditioner, Scalp Shampoo, and Hair Oil are also favourites across different markets.”
Shop Sachajuan at Ken’s Apothecary storefronts nationwide and online. This interview has been edited for length and clarity. For more hair reads, click here.
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