World-famous French beauty brand Fredédéric Fekkai sends clear messages to its customers.
The messages: luxury and sustainability.
Luxury is in the products, facilities, innovation, staff training, and the confidence a customer feels when they leave a salon.
Sustainability is in the packaging and ingredients. Fekkai recently reacquired his company from Procter & Gamble and revamped products fort a greener mission.
He sticks to these choices in every path the company takes, thus solidifying the brand's place at the top of luxury haircare.
Hear Fekkkai discuss how he revolutionized a lagging industry and pivoted with a changing world.
