For Florian Hurel, celebrity hairstylist and the founder of premium haircare brand fHair, the definition of luxury is not just something that appeals to the eye but something that stands for a purpose and creates an impact.
“For me, luxury today is about intention. It is no longer just beautiful packaging or a high-performance formula. True luxury is when every touchpoint of the brand has purpose and integrity,” he said.
At fHair, we are creating products that deliver salon-grade performance while also being thoughtful about how they are made, packaged, and consumed. As a brand that is 100% made in India, we believe modern luxury should feel exceptional without being excessive,” he added.
Of late, refill pouches have been the talk-of-the-town, but he believes there is a demand for both. He said, “Consumers still enjoy the ritual and aesthetics of a beautifully designed bottle, especially in the premium segment. But there is also a growing awareness that luxury should be responsible.”
Asked if he will be introducing them any time soon, he said, “Refill solutions are definitely something we are exploring because they offer an opportunity to reduce waste while retaining the elevated experience of the original packaging. The key is to make refills feel equally sophisticated and convenient.”
“Our salon network gives us a unique opportunity to rethink consumption in a more responsible way. A refill ecosystem through salons is an exciting possibility because it allows us to create a controlled, hygienic, and premium experience while reducing packaging waste,” he added.
But on the question of whether a refill feels less premium, he said, “There is still some perception work to be done, but consumer mindsets are changing rapidly. Today’s luxury consumer is far more informed and values brands that take responsibility. I believe the future lies in redefining what premium means. If a refill system is designed beautifully and offers convenience without compromising quality, consumers will absolutely embrace it. Sustainability itself is increasingly becoming a marker of sophistication.”
Having spent his fair share of time in the industry, he believes design, product, and packaging—all three—need to maintain a balance. He said, “Packaging must protect the integrity of the formula because performance can never be compromised. At the same time, it needs to communicate the premium positioning of the brand and increasingly reflect conscious choices.”
“We evaluate every decision through these three lenses. Sustainability cannot be an afterthought, and luxury cannot be superficial. The goal is to create solutions where all three work together. As professionals, we also have the ability to educate consumers and make sustainable habits feel aspirational rather than inconvenient,” Florian ended.
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