our history

Gentlemen of Sweden® was founded back in 2012 with the aim of creating natural hair and beard products for men.

Now, a decade later, after the company has seen several different owners, we are proud to say that we have finally found our home. Behind Gentlemen of Sweden and its products is now the trio, Kenneth Johnsson, Petter Lundqvist and Tony Johansson, who together have almost 100 years of industry experience.

The company Gentlemen of Sweden AB is a Swedish company with headquarters in Stockholm. The company’s history dates back to 2012 when it was founded and has since been refined to develop, produce and sell only conscious products for men.

Gentlemen of Sweden AB is wholly owned by Petter Lundqvist and Tony Johansson.

Petter Lundqvist, who has previously worked with sales and service of hairdressing and barber equipment. If you’ve worked with Wahl or Moser in Sweden, you’ve definitely dealt with Petter. Petter takes care of Gentlemen of Sweden’s customers, both large and small, together with Kenneth.

Tony Johansson manages the technology and processes behind Gentlemen of Sweden, and can usually be found with his laptop and a cup of coffee. Tony has more than 10 years under his belt in e-commerce, customer service and process optimization in addition to that he has also worked nationally and internationally in the financial sector with information and IT security at a senior level.

To help us, we have Kenneth Johnsson with 40 years in the hairdressing and barbering industry. Kenneth trained as a hairdresser in London and is the company’s product specialist and master barber, so what he doesn’t know about hair and beard care isn’t worth knowing. Maybe that’s why he has been the responsible judge so many times for the Barber Suppliers competition, Barber of the Year, Copenhagen Barber Battle and Head2Head Barber Challenge. Kenneth and his skilled and talented team develop our products that are just as suitable for a professional salon as for the home bathroom.

Those who work at and for Gentlemen of Sweden hold our four values of quality, responsibility, respect and professionalism in high regard. They are the backbone of the company and the foundation of everything we do, whether it’s developing new products, packaging or customer service.

Gentlemen of Sweden is always striving to be better and is therefore continuously reviewing our work and doing our very best to reduce the footprint on our nature. We only use recyclable bottles, caps and packaging materials. To reduce both transportation and travel, our entire production is of course located in Sweden.