Sachajuan's essence is about simplicity and function in perfect harmony together with high quality and innovation. The Sachajuan success story started with the opening of the Sachajuan salon in 1997 in Stockholm by Sacha Mitic and Juan Roselind, two highly recognized hairdressers with vast experience of hairstyling and fashion in Sweden and internationally. The Sachajuan salon soon became one of Sweden's hottest hairdressing spots and the creation of their own, exclusive brand of haircare products was a natural step forward in their success story. In 2004 the first Sachajuan haircare products were introduced on the Swedish market with immediate claim.