Swedish hairstylist and entrepreneur, and co-founder of the cult-favourite haircare brand Sachajuan, Sacha Mitic has brought his signature minimalism and high-performance formulations to India. Mitic, with his friend and hair guru Juan Roselind, opened their salon in 1997 followed by the launch of their eponymous hair care brand Sachajuan (Sacha+Juan) in 2004, a brand that focuses on bringing their decades of hairstyling expertise and Scandinavian hair care secrets through its range of products.
Sachajuan was started in Stockholm and is now available in over 35 countries. Mitic with his decades of hairstyling experience on set, backstage and in salon co-created Sachajuan to bring good hair days accessible to people. In an exclusive conversation, Mitic delves into the brand’s expansion into the Indian market, the evolving landscape of men’s grooming, the latest hair trends shaping modern style, and what makes Sachajuan stand out? “We believe simplicity is key, not just in design but in how haircare should function, allowing people to focus on what truly matters–healthy, beautiful hair,” he says.
How did you decide to enter the Indian market?
India has long been a market of great interest to us, not only due to its size but also because of the cultural significance placed on haircare. We observed an increasing focus on ingredient quality, scalp health, and effective, performance-driven products–principles that align closely with SACHAJUAN’s philosophy. The growing demand and genuine appreciation for high-quality haircare made entering India a considered and strategic decision. We approach this market with respect and a commitment to delivering lasting value through products that meet real needs.
How do you think your haircare range will stand out in a market that already has multiple options from international and homegrown brands?
We don’t see success in terms of being louder, we focus on being clearer. SACHAJUAN is built on functionality; every product has a specific purpose, and our formulations are designed to work with the hair rather than overpower it. Our Ocean Silk Technology, for example, delivers moisture, shine and strength without residue or heaviness. We believe people are looking for products that do exactly what they say without complication. That’s where we offer something different.
From your experience, tell us how Indian hairstyling needs are different?
India is incredibly diverse–across regions, textures, and routines. What stands out to me is the balance between tradition and innovation. There’s a strong foundation in care–oils, scalp treatments, rituals–but also a growing desire for modern solutions that are lightweight, efficient, and effective in a hot and humid climate. That combination is exciting for us, because our range is designed exactly for that intersection i.e. performance with simplicity.
What hair trends do you think will take over the rest of the year, especially for men?
I see a move toward softness and manageability; shapes that feel lived-in but refined. Texture, moisture, and scalp health are becoming more important than rigid styling or extreme looks. There’s also growing interest in lightweight styling products that offer structure without stiffness. It’s less about controlling the hair, more about enhancing it in a natural, understated way.
If you have to suggest two essential products for men, which ones do you think would work?
Scalp Shampoo would be my first recommendation. A balanced scalp is the foundation of healthy hair, and this product gently removes buildup while maintaining moisture and comfort, something particularly important in warm, humid climates. I would pair it with the Ocean Mist Sea Salt Spray. It creates texture and a natural finish, giving that effortless, just-left-the-sea feel without stickiness or weight. Together, these two products support both scalp health and an easy, modern approach to styling.
What’s one practice you have seen people following but you don’t recommend?
Overcomplicating the routine, especially using too many products at once. It often leads to buildup, dryness or frustration. More doesn’t always mean better. I’ve always believed that a focused, well-chosen regimen–based on actual needs, not trends–leads to better long-term hair health. Consistency with fewer, well-formulated products will take you much further.
How do you think the industry and consumer awareness have evolved over the years?
The change has been significant. Today’s consumer is more informed, more ingredient-conscious, and more intentional. There’s a shift toward clarity, responsibility, and quality; people want to know what they’re using, why it works, and how it aligns with their values. This evolution is something we’ve welcomed.
What next?
For over 20 years, SACHAJUAN has been dedicated to pioneering high-performance haircare through the power of algae bioscience and a minimalist approach. Moving forward, we will continue to build on this foundation–developing formulas that combine clean, effective ingredients with innovative technology like our signature Ocean Silk Technology. Our goal remains to create products that are both effortless to use and deliver real, visible results, supporting natural beauty and creative expression.
