”I want to build a world that I would like to live in.” Johan Hellström is a beauty entrepreneur, hairdresser, and owner of ironic hair care brand Björn Axén. Johan was only 27 years old when we found out that he was the sole heir to Björn Axén’s entire life’s work. Björn Axén was an innovator in the field of hairdressing, learned his craft in Paris, and became an official supplier to the Royal Court. But he was not a great businessman, so when Johan took over the company, he started a journey to revive and rebuild the company and its culture from a very value-based perspective. Enjoy!