This is the story of how a shampoo boy from the small town of Lidköping, Sweden, lays the foundation of a hair empire beyond compare. Björn Axén – the king of hairdressers, the Queen’s favourite and the master of tiara updos – is the coiffeur who brought glamour to Stockholm in the 1960s.

This is also the story of how, against all odds, his two young heirs to the throne, Johan Hellström and Peter Hägelstam, join forces to take the prominent brand onwards and upwards, to new heights.

At the same time, it is a declaration of love to an art form as well as an ode to a profession that in essence is about the joy of improving well-being through beauty.

Welcome into a bustling universe of glamour, glowing passion and incomparable craftsmanship.