Frédéric Fekkai is getting technical.

Following the brand’s relaunch this past January, Fekkai is continuing its expansion with the introduction of FEKK.AI, its first beauty-tech software platform designed to personalize hair care and styling tips for consumers. The platform, which lives on, merges data gathered by an online quiz with styling and hair care advice from Frédéric on a global basis. Thanks to feedback from stylists in Fekkai salons, the company believes it has created one of the largest databases of hair types in the industry.

The user experience begins with a consumer uploading a selfie onto the platform and answering a few brief questions. From there, FEKK.AI will analyze a user’s hair type, length and color using machine learning and computer vision. Utilizing the latest cloud technology, FEKK.AI also takes into consideration one’s location and time of year to capture the PH water level and UV ray index a user’s hair is being exposed to. A complete and custom hair care regiment (shampoo, conditioner and styler) along with styling tips unique to an individual’s hair needs will then be suggested. Products retail for $20 each and are available at Target and on The effort was overseen by FEKK.AI’s Chief Technology & Digital Officer, Alex Richardson, who previously served as Global Ecommerce at Tory Burch and Ralph Lauren.