Frédéric Fekkai Goes Mainstream, Gets Dumped by Sephora

According to WWD, Frédéric Fekkai hair products will now be sold in mass retail stores like Walgreens and Target. Starting in 2010, the classic Fekkai lines will be available to those who don’t feel like going to a specialty store to get them. However, the move upset the relationship that the line has with Sephora.

Sephora announced that they will no longer carry Fekkai products starting in March 2010 because of their decision to bring the line mainstream. As a longtime user of Fekkai, I’m hoping that this means a SALE! Even though Fekkai does a lot of business through Sephora, they estimate that they will be able to increase sales substantially by going into mass retailers.

How do you feel about Fekkai’s big move? I’m actually sort of excited that I might be able to use my rewards card to pay down the cost of my $20 hairspray. But I do have to admit that using products that aren’t available in drugstores makes them feel a little more special too. As long as the quality of the products stays the same, I’m a dedicated Fekkai girl.