Frederic Fekkai’s latest business takes a departure from hair and focuses squarely on transporting consumers to the countryside of Aix-en-Provence, where he and his family spend four months a year in a restored farmhouse—and where much of the aesthetic inspiration for their beauty and personal care line is derived.

The collection, Bastide, takes its name from Côté Bastide, the beauty brand originally founded in 1991 by Nicole Houques. Hair icon Frederic admired the collection back when he had his namesake beauty collection, and he even partnered with Nicole for a short time in 1995 on a line of products.

Fast forward to 2015, when Frederic and his wife, Shirin von Wulffen, acquired Côté Bastide, and over the next 12 months reformulated, streamlined and repackaged its 280-plus items. In September, the line relaunched as Bastide, consisting of 44 products in the fragrance, skin care, hand and body care and home ambiance segments.

“We cleaned up all the formulas to make them more natural and picked the products people loved most. We’re working with artisanal suppliers as quickly as possible to bring more products to market,” said Michelle Lin, VP of Marketing & Ecommerce.

All products are made in Provence by various ‘beautisans’ that live in the area; i.e. bath items are created by second and third generation family members; hand-blown glass bottles come from another family in the region; the collection’s ‘nose’ is based in Grasse. Formulas are free from many harmful ingredients, including parabens, phthalates, mineral oils, sulfates, petrolatum, triclosan and silicones, among others.

Distribution for Bastide is primarily the brand’s website; discussions are taking place now with retailers in both in France and the U.S. to see where it will fit best. A Bastide store is slated to open in late spring in Aix.

Bastide is positioned as “obtainable luxury” that brings a piece of Provence to the consumer. The brand’s premium price point—prices start at $8 for Artisinal Provence Soap and go to $130 for Rose Olivier Eau de Toilette—has remained “to allow for quality ingredients, quality packaging, and quite frankly, our artisanal small batches,” said Michelle. There are also Hand Cremes for $12, Provence Liquid Hand Wash for $35 and Bath Salts for $38.