Funmi Fetto’s passion for hair began as a child when she made a somewhat naive attempt to wash her hair with fabric conditioner. This early fixation has blossomed into a lifelong ambition, culminating in the opening of her hair salon, Goodifferent, this fall in London. Set within the renowned Liberty department store, Goodifferent aims to redefine the hair salon experience, combining elements of a private members’ club with a unique ambiance that includes curated artwork, specifically chosen music, and cozy bookshelves. Fetto’s vision is clear: to create a space that feels welcoming and personal, reminiscent of the living rooms where many Black immigrants began their own hair business journeys.
Fetto’s mission extends beyond providing hair services; it encompasses democratizing the Black hair salon experience in central London. Many salons catering to textured hair are located far from urban centers, which has become a significant frustration for women like Fetto. She articulates a universal sentiment among Black women, stating, “I can’t pop into a mainstream salon because they don’t cater to my hair type.” This gap in the market illustrates a broader issue where Black women, despite spending considerable amounts on hair and beauty, often find that the industry fails to meet their needs. The salon is intended to be a solution, allowing women to have their hair done locally without the hassle of long travels.
Launching Goodifferent has required extensive collaboration with industry professionals to create a unique space. With the expertise of Black Sheep Interiors, the salon features vintage furnishings and artwork primarily from female artists, continually rotating to showcase different galleries. Fetto describes the salon atmosphere as not merely about hair, but as a living space that embodies the spirit of community and belonging. She’s pulling inspiration from the rich culture surrounding Black hair care, aiming to create an environment that feels both sacred and lively.
To bring her artistic vision to life, Fetto has enlisted notable creative figures like Marie Suter and the New York-based agency Pacific, who is responsible for the brand’s logo. Not only does she seek to create a visually appealing brand, but Fetto also wants to blend luxury with an irreverent, fun vibe. With guidance from Bobbi Brown, who has embraced a supportive role in her journey, Fetto is actively fundraising and examining potential investors to ensure the success of her venture. Her ambitions include expanding to additional locations after fully grasping the salon business in her first year.
Fetto envisions Goodifferent as a model that can expand internationally, pointing to significant Black populations in places like Brazil and South Africa. With aspirations to create a consistent yet culturally adaptive experience similar to Soho House, she aims to provide Black women with opportunities to own franchises of the salon. Fetto highlights the challenges Black women face in entrepreneurship, noting that they are often the least funded demographic. By creating a pathway to ownership, she hopes to shift the narrative and provide support where it is most needed.
Retail will play a crucial role in Goodifferent’s identity, featuring prominent hair care brands alongside Fetto’s proprietary line launching in 2026. While services at the salon are priced accessibly, they still reflect the quality that Fetto strives for; basic treatments start around £125. Regardless of service costs, she firmly believes in ensuring her products remain inclusive and accessible, steering clear of elitism. Importantly, Goodifferent stands for more than just hair—it represents a movement to change how society views Black hair and an empowerment journey for Black women everywhere, encouraging them to embrace their beauty and identity.
