Frédéric Fekkai embodies the spirit of curiosity and passion, which has paved his path to success in the traditionally rigid world of hair care. At the recent WWD Global Fashion & Beauty Summit, Fekkai shared insights into his career journey, revealing that his roots in the industry weren’t as orthodox as one might expect. Starting off in law, he unexpectedly found a love for beauty and hair while modeling on the side. A chance encounter with a talented makeup artist opened the door to hair styling, leading him to an internship that ignited his passion. This initial experience would not only change his career trajectory but also shape his understanding of the beauty industry—a world he had previously known little about.
From this pivotal moment, Fekkai’s journey quickly transitioned to opening his first salon in New York City. He describes this venture as a “lab,” where he engaged directly with clients, listened to their needs, and experimented with products. This interaction fostered a fertile ground for creativity and innovation, allowing him to identify unmet needs in the market. Fekkai recognized that while the hair care industry was dominated by major brands, there was significant opportunity for a new approach—one that emphasized luxury and the science behind beauty, akin to skincare. His vision culminated in the creation of the first luxury hair care brand that focused on “skinification,” elevating hair products to a level usually reserved for skincare.
Despite the brand’s eventual sale, Fekkai’s passion for innovation and curiosity for the beauty industry never waned. In 2018, when the chance arose to buy back his brand, he saw it as an opportunity to revisit unfinished business. He understood that advancements in technology and science, especially in AI, could lead to groundbreaking innovations in hair care products. Embracing this moment, he set out to re-establish relevance in the hair care space by investing in innovations like bonding treatments, peptides, and scalp care—areas that have gained popularity, particularly during the pandemic.
Fekkai’s emphasis on the importance of luxury experiences extends beyond product efficacy to creating a sensory journey for consumers. He has embraced this philosophy not only in hair care but also in his fragrance brand, Bastide. With a commitment to qualitative experiences, he has worked to ensure that customers find joy and pleasure in using his products. To sustain market growth and innovation, Fekkai understands that it’s crucial to implement a robust digital strategy complemented by careful market analysis, allowing targeted strategies tailored to diverse global markets.
His approach to global expansion underscores the necessity of localized strategies. Fekkai advises partnerships with local experts who understand regional consumer behavior, emphasizing that what works in one market might not resonate in another. Tailoring products to meet specific regional needs isn’t just beneficial; it’s essential. He believes that achieving success in various markets requires an understanding of local preferences, leading to tailored innovations that can truly resonate with customers.
At the heart of Fekkai’s philosophy lies an unwavering curiosity and a commitment to constant evolution. He sees creativity and discovery as fundamental to not just his professional journey, but as essential traits for anyone aspiring to succeed in business. As he wrapped up his discussion, Fekkai imparted crucial wisdom: authenticity, collaboration with like-minded talent, and securing the right financial partnerships are imperative for long-term success. Ultimately, his journey emphasizes that curiosity—paired with a genuine passion for innovation—can fuel not only personal accomplishment but also transformative change within an industry.