Fekkai

What Fekkai does

Fekkai is a premium hair care brand founded in 1989 by celebrity hairstylist Frédéric Fekkai, operating as Blue Mistral, LLC and headquartered in New York. The company develops, markets, and distributes salon-grade haircare products organized into eight distinct collections (Super Strength+, Full Blown Volume, Brilliant Gloss, Apple Cider Detox, Technician Color, Shea Butter, Blonde Rx/Baby Blonde, and Clean Stylers), each targeting specific consumer concerns including volume, color protection, repair, hydration, scalp health, and blonde maintenance. Product formulations leverage proprietary ingredient technologies — notably Protein Powerbond Technology, French Oak Extract (antioxidant), and Zeolite mineral (oil absorption) — and are positioned as vegan, cruelty-free, and free from sulfates, silicones, parabens, and phthalates.

The company operates a multi-channel go-to-market model. Direct-to-consumer e-commerce through fekkai.com is the primary digital channel, supported by a Subscribe & Save auto-replenishment program (15% discount via Recharge), a three-tier Fekkai Rewards loyalty program, and a hair quiz for routine recommendations. Wholesale distribution spans Amazon, Macy's, and Ulta Beauty. The brand also operates two flagship salon locations in New York City (Soho and The Mark Hotel) offering haircutting, coloring, and styling services, providing a professional-services revenue stream and brand-experience anchor. Unit pricing ranges from $5 (travel size) to $68 (jumbo/liter sizes), with bundle SKUs at moderate discounts.

Fekkai's customer base is fully consumer-facing, segmented by hair type and concern (fine/flat hair, color-treated, dry/damaged, blonde, scalp health). The company is privately held with no disclosed institutional funding rounds, no parent company, and no public market listing. As of the most recent data, products on fekkai.com are reported sold out, with the brand redirecting customers to Amazon and Macy's — a signal worth monitoring for inventory health or DTC channel prioritization.

Name

Fekkai

Legal name

Blue Mistral, LLC

Website

https://fekkai.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Fekkai is a premium, clean-beauty haircare brand founded in 1989 by Frédéric Fekkai, selling eight salon-grade product collections through DTC e-commerce, Amazon, Macy's, Ulta, and two flagship New York City salons serving consumers with specific hair concerns.

Ownership category

akta.pro rank

Product category

Premium Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

akta.pro secondary industries

Professional Hair Styling & Finishing (CRABALAC), Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Haircutting & Styling Services (HSALAAAD)

Keywords

• Premium haircare products
• Salon-grade shampoos
• Clean beauty haircare
• Volumizing hair treatments
• Color protection haircare

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: Primary revenue stream through fekkai.com direct-to-consumer sales of haircare products including shampoos, conditioners, styling products, masks, and treatments. Products sold in various sizes from travel to liter/jumbo sizes.
2. Subscription/Auto-Replenish Program: Subscribe & Save program offering 15% discount on recurring orders with auto-delivery of favorite products. Requires minimum three orders. Managed through Recharge platform.
3. Salon Services: Revenue from two flagship salon locations in New York City offering haircutting, coloring, and styling services. Gift cards available for salon services.
4. Retail/Distribution Partnerships: Products distributed through third-party retailers including Amazon, Macy's, and Ulta Beauty, generating wholesale revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Fekkai designs, manufactures, and sells premium salon-grade haircare products organized into targeted collections (e.g., Super Strength+, Full Blown Volume, Brilliant Gloss, Technician Color, Blonde Rx, Shea Butter, Apple Cider Detox, Clean Stylers). Products include shampoos, conditioners, masks, serums, styling products, and scalp treatments sold direct-to-consumer online and through Amazon, Macy's, and Ulta Beauty. The company also operates two flagship salon locations in New York City (Soho and The Mark Hotel) offering professional hairdressing services.

Product overview

Fekkai is a premium hair care brand founded by Frédéric Fekkai, offering a portfolio of salon-grade clean haircare products organized into distinct collections. The product line includes Super Strength+ (protein-powered repair), Apple Cider Detox (clarifying), Brilliant Gloss (shine), Full Blown Volume (volumizing), Technician Color (color protection), Shea Butter (moisturizing), Blonde Rx (blonde toning), Baby Blonde (blonde brightening), and Clean Stylers (styling). All formulas are vegan, cruelty-free, and free from sulfates, silicones, parabens, and phthalates. The company operates two salon locations in New York City (Soho and The Mark Hotel), offers a loyalty rewards program with three tiers, and provides subscription services for auto-replenishment. Products are sold through Fekkai.com, Amazon, and Macy's, with subscription options available.

Differentiator

Problem solved

Functional benefit

Brands

• Super Strength+: Hair repair and strengthening product line featuring protein bond technology
• Brilliant Gloss
• Apple Cider Detox
• Full Blown Volume
• Technician Color
• Shea Butter
• Blonde Rx
• Baby Blonde
• Clean Stylers

Products and services

• Super Strength+ Collection Protein-powered hair repair collection featuring Protein Powerbond Shampoo, Conditioner, PM Repair Serum, and Protein Bond Mask. Designed to restore damaged hair and strengthen hair bonds.
• Apple Cider Detox Collection

Quantifiable outcome

• 2X volume for up to 8 hours (Full Blown Volume collection)
• +2 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration28 records

Feature5 records

Partnerships

One partnership is on record.

• Rakuten MarketingminorGTM or Marketing PartnerAffiliate marketing partnership where Rakuten Marketing collects personal information when users interact with the Fekkai website. Part of Rakuten's affiliate network for performance-based marketing and commission-based referrals.

Scale indicators3 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Moroccanoil: Premium oil-infused haircare brand with strong salon distribution and celebrity-stylist adjacencies; competes with Fekkai in the treatment and shine categories.
• Kérastase: L'Oréal-owned luxury professional haircare brand with salon heritage, premium pricing, and broad retail distribution — directly competes with Fekkai in the professional-grade segment.
• Oribe: Luxury salon-grade haircare brand sold through prestige salons and DTC, with celebrity-stylist DNA and premium pricing — the closest direct comparable to Fekkai's positioning and channel mix.
• Aveda: Estée Lauder-owned botanical and clean-positioned professional haircare brand sold through salons and retail; comparable on salon heritage, clean-beauty positioning, and ingredient-led marketing.
• Pureology: L'Oréal-owned vegan, sulfate-free professional color-care brand overlapping with Fekkai's Technician Color and Blonde Rx collections in target consumer and clean-credentials.
• Living Proof: Science-driven, prestige-priced haircare brand with patented ingredient technologies — comparable to Fekkai on lab-validated efficacy claims and DTC-plus-retail channel mix.
• Olaplex: Bond-building professional haircare brand with proprietary technology and salon/professional channel DNA — a direct tech-led comparable to Fekkai's Protein Powerbond line.

Emerging players

• Briogeo: Clean, naturally-derived DTC haircare brand sold through Sephora and own site — comparable to Fekkai on clean-beauty positioning and DTC-first go-to-market at slightly lower price tier.

Broad incumbents

• Redken: L'Oréal-owned broad professional haircare brand carried in salons and mass-retail; comparable on the salon-heritage channel while operating at much broader scale and price points.
• Paul Mitchell: Long-standing professional haircare brand with broad salon distribution and a clean-beauty heritage; comparable as a larger incumbent operating in the same salon-anchored category as Fekkai.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fekkai
• YouTubeyoutube.com/user/Fekkai
• Facebookfacebook.com/Fekkai
• Instagraminstagram.com/fekkai
• TikToktiktok.com/@fekkaihair
• Pinterestpinterest.com/fekkai

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fekkai