Frédéric Fekkai is unveiling a new three-SKU natural, luxury hair care line, The Pure Collection, marking the serial entrepreneur’s first product launch since re-acquiring his namesake brand in November 2018. The company is currently overseen by CEO, Pierre Lampert.
Frédéric assured more products are in the pipeline, including styling and treatment items. Future products will also incorporate the new branding currently seen on Pure: Atelier Fekkai. The firm has also launched a new website for The One, the uber-stylist’s entire hair care collection, at TheOnebyFekkai.com, which goes live September 17.
Pure includes a non-stripping gentle shampoo; a moisture-replenishing conditioner; and an ultra-fine, heat and UV-protecting shine mist. The line use 95% naturally derived ingredients, and is 100% fragranced by nature. Items are free from sulfates, parabens, silicones and phthalates. Products had an exclusive pre-launch on Goop.com, and will launch the week of September 15 in Ulta Beauty stores nationwide, Ulta.com, TheOnebyFekkai.com, Amazon Luxury and Atelier Fekkai salons.
The shampoo, which retails for $32, utilizes scalp-soothing aloe vera, hydrolyzed quinoa protein and Pro-vitamin B5 to help protect and restore hair. The conditioner, priced at $32, uses rice extract to protect hair fibers from oxidative damage and damage, while edelweiss extract contains antioxidants to guard against free radicals. Pure Mist, an ultra-fine mist designed to rehydrate, detangle and tame fly-aways, will sell for $26.
“The first vision I had was how can I come back to this market and be relevant and show my voice and my vision. That development is Pure, showing both retailers and consumers we are a line that is very clean, which is by the way very difficult to do.”
Frédéric’s goal was to formulate a line that not only was safe but performed. He is particularly proud of differentiating containers for the shampoo, which is in a bottle with a cap, while conditioner is in a tube.
“My pet peeve is when I am in the shower and I don’t know which is which, so I made it this way,” he said.
The decision to sell on Amazon Luxury made sense for the brand, a point of distribution many luxury brands have not made the leap towards. However, professional hair care brands are leading the way.
“We had great meetings with them. We are confident and comfortable that they will articulate the brand the way we want it. They are taking a lot of measures to know where the product they are selling comes from and how it looks. I think it is going to a very good partnership and I feel good to showcase and articulate our brand there,” Frédéric said.