The number of brands under the Procter & Gamble umbrella just got a little smaller now that the company is said to have sold Frédéric Fekkai to Fekkai Brands. Earlier this year, Frédéric Fekkai was said to be looking for ways to buy back his brand from the P&G giant, telling WWD that his moves to reclaim his label had been fruitless. “I was trying; I’m not succeeding,” he said. “I don’t know exactly what happened. I will still be involved with the brand. I will always be involved.”
Fekkai Brands is a joint venture of Shaneel Enterprises subsidiaries Luxe Brands and Designer Parfums. Shaneel Enterprises is a supplier of fragrance brands like Jennifer Lopez, Carolina Herrera, Calvin Klein, Hugo Boss and more. P&G’s beauty brands include CoverGirl, Max Factor, Dolce & Gabbana, Pantene, Head & Shoulders, SK-II and Old Spice, to name just a few.
P&G has not officially come forward to announce the sale, but is expected to do so later today.