P&G Sells Frédéric Fekkai to Joint Venture

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Procter & Gamble, which is divesting a range of beauty brands and recently sold off Rochas, has sold the Frédéric Fekkai luxury hair care brand and salons to a joint venture between Designer Parfums and Luxe Brands.

The brand's namesake will retain his role as "adviser and brand architect" at the company's 5th Avenue New York store.

The Fekkai business comprises salons in New York, Connecticut, Florida, Texas and California. Its 225 employees will transfer to the new entity.

The acquisition boosts a portfolio that now includes a forthcoming Ariana Grande fragrance and scents from House of Jean Patou, and DDF skin care.

"We are excited to be working with the extraordinary talent of Frédéric Fekkai and the Fekkai brand to optimize and further develop his brand of world class and innovative hair care products," said Dilesh Mehta, CEO of Designer Parfums.

"This latest addition to our portfolio expands upon our vision to extend into every area of beauty; we cannot imagine a more perfect partner than Frédéric Fekkai, the premier brand in hair care and salons," said Tony Bajaj, founder of Luxe Brands.

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