1989, and was an early mover in prestige hair care with his namesake brand. Procter   Gamble bought the brand from Catterton Partners in 2007, when WWD reported it had about $100 million in sales.

In 2016, Fekkai and his wife, Shirin von Wulffen, bought Bastide, a fragrance and body care brand based in Aix-en-Provence, where Fekkai was born, and in 2018, he partnered with Cornell Capital to buy back his namesake hair care brand. Sources estimated sales were around $35 million at the time.

The brand is currently sold at Ulta Beauty and Amazon, as well as its own website; Fekkai operates a salon in the Mark Hotel in New York.