BaBa Blax Sheep

BaBa Blax Sheep is the European distributor of BLAX, a snag-free hair elastic made in Japan. The company was founded in Denmark in August 2009 by Barbara Enander, a Swedish beauty journalist who became the product's exclusive Nordic distributor [11]. It trades under several closely related names: BLAX is the product trademark, while the Danish legal entity is registered as Blax Sheep ApS; the "BaBa" prefix derives from Enander's own nickname and founder credit. The business remains active, operating an international direct-to-consumer shop from Frederiksberg, Denmark.

The two halves of the story sit on different timelines. The BLAX product itself launched in Japan in 1991 as a tool for professional hairstylists, and no founder of the Japanese brand is named in publicly available English-language sources [2]. The European distribution arm dates from 2009, when Enander, after using the elastics supplied by her Danish hairdresser, negotiated to import them and set up BaBa Blax Sheep as the sole Nordic distributor [2][11].

According to the company, Enander discovered BLAX through her Danish hairdresser and used nothing else afterwards before deciding to import the product. She built BaBa Blax Sheep into the official European distributor over the following years. In 2025 she handed the business to Elin Ahlberg, described as a veteran of professional haircare and cosmetics across Scandinavia and Europe, who took over as chief executive [2].

In 2025, Elin Ahlberg took over BLAX from founder Barbara Enander, and the operating entity was re-registered as Blax Sheep ApS (Danish company number DK44622866), based at Jyllandsvej 29 in Frederiksberg [2][3]. The current location is a point of minor record discrepancy: the present contact page lists Frederiksberg [3], while an older Tracxn entry from Enander's era records the headquarters at Strandvejen 204 in Snekkersten [11]. The Frederiksberg address reflects the company's status after the 2025 handover.

The catalogue centres on a single product line: BLAX snag-free hair elastics, sold in widths of 2 mm (Mini), 4 mm (Original) and 6 mm (XL), and in colours including clear, black, amber and pink. The company states the elastics are made of reusable polyurethane in one piece, without metal joints or seams, and describes them as designed to slide out without tugging, tangling or leaving marks [1]. The brand frames the product as the original of a much-copied design, summarised in footer lines such as "buy only the original BLAX." The elastics are sold directly through blaxsheep.com and through retailers including Lyko Professional in the Nordics, Amazon and US specialist stockists.

BaBa Blax Sheep emphasises the environmental profile of both product and packaging, under a heading the brand itself frames as "not ecological but close enough." It states that the manufacturing factory is certified to ISO 14001 and that the product is approved by the Japanese Health and Welfare authorities [1]. The paper packaging carries a Sustainable Forestry Initiative certificate and uses soy-based ink and a water-based matte finish, which the company says together produce an "extremely low VOC" product [1].

BLAX has been cited by the beauty press for its hair elastics. The product is described by retailers and the brand as a multi-year winner of InStyle magazine's "Best Beauty Buys," and has been mentioned in publications including Allure, Glamour and Elle [6][8]. The elastics were also used backstage at Copenhagen Fashion Week's spring/summer 2025 shows.

The brand is active. Its website runs a current direct-to-consumer shop with a worldwide "buy 3, get 1 free" offer, and shows recent updates including a new BLAX Mix product and refreshed certification imagery [1]. Distribution spans the Nordics, the United States and direct international sales.