FEKKAI HAIRCARE

Fekkai is a luxury haircare brand rooted in the dual heritage of Provence and New York, reflecting founder Frédéric Fekkai’s journey from artisan to industry icon. As part of the in-house creative team, I played a key role in shaping a cohesive visual identity that spanned across salons, prestige products, and a masstige line—ensuring consistency while refining the brand’s authentic, elevated tone.

• Evolved the core brand across salon environments, packaging systems, and marketing materials.

• Balanced luxury cues with accessibility to differentiate product tiers while preserving brand integrity.

• Collaborated cross-functionally to scale design systems across global markets and retail partners.

The refreshed branding helped drive strong market performance and brand visibility—culminating in Fekkai’s acquisition by P&G Beauty.