Antonio Axu

Antonio Axu is a Swedish professional haircare brand built around the work of the Stockholm hairstylist of the same name. It grew out of his salon on Sibyllegatan in central Stockholm and now spans shampoos, conditioners, masks, styling sprays and colour-boosting treatments sold through the brand's own webshop and a range of Nordic and European retailers. The line has also been marketed under the names Hair Couture by Antonio Axu and Antonio Axu Hair Couture [6].

The brand remains active. As of mid-2026 it operates a live webshop with current products and promotions, alongside the working salon in Stockholm that gave the brand its name.

The brand carries the name of its founder, Antonio Axu, described on the company's own pages as a Swedish hairstylist specialising in cutting, styling and colour design [2]. He grew up in suburban Stockholm and, by his account, entered a hairdressing programme at 15, treating it as both a route to his intended career and a way out of his surroundings.

Pinning down a single founding date is not straightforward. The brand's own About page and homepage do not state a founding year [2][3]. Swedish retailer and media sources place the origin in 2013, the year Axu opened his salon on Sibyllegatan [6]; that salon-opening date is used here as the brand's starting point, since the product line carries the salon's name. It should not be confused with the homepage's claim of "more than 30 years of experience," which refers to the founder's personal career rather than the age of the brand [3].

Before the products, there was a competitive hairdressing career. According to the company, Axu competed across Europe for around eight years and became a two-time Nordic champion in styling and colour design [2]. In 2002 he placed fourth in colouring at the World Championships in Las Vegas, and he has cited five nominations for Hairdresser of the Year. The brand also lists work alongside established salons in Paris and Los Angeles, and a routine of regular trips to Los Angeles to style clients there.

One frequently repeated detail is that, at 21, Axu styled the hair of Crown Princess Victoria of Sweden, a claim stated on the brand's About page and echoed in Swedish media [2]. The Swedish trade title Hairmagazine has profiled him as a hairdressing figure who made a comeback [7].

The brand positions itself as professional, salon-grade haircare intended for use at home. Its stated guiding idea is that beautiful hair is available to anyone willing to put in the effort with the right products, rather than being the preserve of a fortunate few [3]. The company frames this as craft-driven, quoting the founder that what drives him is "an enormous passion for the craft" [2]. The brand's English-language tagline is "Beautiful hair is not a blessing. It's a decision." [3]

In retailer descriptions, the line is presented as professional haircare meant to recreate a salon result at home, with an emphasis on volume, shine and lasting hold [6].

The range centres on haircare and styling. Shampoos, conditioners and masks appear in several variants, including hydrating, volumising, repairing and silver (toning) lines, plus scalp-care and colour-boosting treatments. On the styling side, the catalogue includes items such as Root Lift Spray, Blowout Cream, a soft-hold styling spray and a hair mist. Frequently surfaced products include the Hydrate Duo set, Silver Shampoo, Root Lift Spray and Blowout Cream.

Beyond its own webshop, the brand is stocked by several Nordic and European retailers, among them Nordicfeel, Apotea and Boozt in Sweden and Matas in Denmark.

The brand's current ownership is not documented in the available sources. The company's Press and Media page routes media assets through a portal hosted at a domain branded "RFM Brands," which suggests a distribution or management relationship, but no formal parent-company or acquisition record could be confirmed from a primary source [4]. No English-language Wikipedia entry exists for the brand or the person.

The brand is active. Its website functions as a working e-commerce store with current products and live promotions, and the founding salon continues to operate in Stockholm. The line is distributed across multiple Nordic and EU retailers, consistent with an operating, founder-led Swedish haircare brand rather than a dormant one.