You know for two decades it's been long hair, this is why we have these blow dry bars and now if you can see on Instagram and Pinterest, there's a resurgence of shorter hair which I am delighted about. What are the big trends that people are asking for?įrédéric Fekkai: It's interesting. So it's all about the perception, and when your hair's shiny all of a sudden it looks like fresh air. We used to create shine with silicone but now we’ve created the effect without it. When you colour your hair you take the natural shine away, bleach automatically makes your hair a little more matte, and so it's so important to restore that and it's good when you can do it without making your hair heavy and weighing it down. Shine is the quick fix to make the hair look great. What are women looking for when it comes to their hair?įrédéric Fekkai: Shine. It's all about making it appealing to the consumer. They were ugly and they were not sexy but when Tesla came in, all of sudden everybody was talking about electric cars. Electric cars are not new, they've existed for more than 20 years but before nobody cared about them. The thing about it is it's all about the approach. I just read an amazing article that consumers are shying away from brands that are not sustainable. But sustainability is becoming a new way of life and the new generation is so clever.ĭo you think it's up to brands to start changing or the consumer?įrédéric Fekkai: It's not the consumer it's the brand. I mean we're killing so many birds, fish, everything, it's crazy. It's a waste and it's not even recycled plastic. Some brands are using so much useless plastic and it's not making the product prettier. I was at the drug store recently and all the plastic used was depressing, it’s unnecessary. Let's apply this to our industry, to beauty’ and it's been a great journey.īeauty has in the past been very unsustainable.įrédéric Fekkai: It still is. We banned plastic in our house, we are careful to make sure that everything we use is as eco-friendly as possible and we saw that the options were getting better and better. When I sold the company, I changed the way I lived for myself and my children. Why did you want to be so sustainable and clean? Is that what you were hearing from your clients or was it something that you implement in your own life?įrédéric Fekkai: First it started with me. I wanted to make sure we correct the philosophy and the message here and to make sure we have a product that can deliver great performance by being sustainable and relevant. If it was not my name on the bottle I wouldn't have got it back but it was my name and I am young and it’s my legacy. Why did you decide to come back after all these years?įrédéric Fekkai: You know, it’s a very good question. With almost four decades of experience, seeing hair trends come and go, Fekkai gives us his predictions about where hair is going right now and tells us all about his new range. All products are made with 95 per cent recycled plastic and in its first year, the brand plans to repurpose 64 million grams of plastic, roughly the equivalent of 7 million plastic bottles. The range is made up of five collections, each targeting different areas from coloured hair to strengthening and volume. “To me, that’s the most important thing coming back, to make sure we demonstrate that you can do really good products that are eco-friendly and sustainable.” “Now, we can do great products that are great for us but not detrimental to the planet,” he says. 10 years later, he bought the brand back and has now relaunched it, newly formulated and newly rethought as a vegan, clean, cruelty-free 100 per cent recyclable luxury haircare line.ĭriven by a lack of clean, sustainable haircare products in the beauty space that are effective and high-performing, Fekkai’s range promises to produce results that are just as good as traditional brands and he worked with labs and MIT engineers to create the ingredients, such as their plant-based substitute for silicon, and technology to achieve this. In 1995, he launched his first luxury hair collection when the concept of luxury haircare didn’t exist, before the brand was sold to Procter & Gamble in 2008. In Legally Blonde, Elle Woods has a Frédéric Fekkai haribrush on her vanity next to her OPI nail polishes. A legendary celebrity hairstylist in the 80s, Fekkai would cut the hair of the likes of Hilary Clinton and Demi Moore from his namesake salon in Bergdorf Goodman in New York, which he opened at the advice of Calvin Klein and where the waiting list to get in the door was months long. When it comes to hair, Frédéric Fekkai knows what he’s talking about.
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