Luxury Is No Longer Just About Looks, Says Hairstylist Florian Hurel - It's About Intention

Celebrity hairstylist Florian Hurel, who founded the premium haircare label fHair, believes the meaning of luxury has shifted in recent years. According to him, it's no longer about glossy packaging or a high-performance formula alone - it's about purpose.

"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," Hurel said.

He explained that fHair was built around this idea - combining salon-grade performance with a more thoughtful approach to how products are made, packaged, and used. "As a brand that is 100% made in India, we believe modern luxury should feel exceptional without being excessive," he added.

Refills vs. ritual: can luxury have both?

With sustainable packaging becoming a bigger talking point across the beauty industry, refill pouches have gained considerable attention. But Hurel doesn't think it's an either-or situation. "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," he said.

Asked whether fHair plans to roll out refill options soon, he confirmed the brand is actively exploring it. "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," he said.

He also pointed to the brand's salon network as a potential launchpad for a structured refill system. "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.

Does a refill feel less premium? Hurel says perception is catching up

On whether refillable packaging risks diluting a brand's premium image, Hurel was candid: there's still work to be done, but consumer attitudes are evolving fast. "Today's luxury consumer is far more informed and values brands that take responsibility. I believe the future lies in redefining what premium means," he said, adding that a well-designed, convenient refill system can win consumers over without compromising on quality. "Sustainability itself is increasingly becoming a marker of sophistication," he noted.

Balancing design, performance and conscience

Drawing on his years in the industry, Hurel said brands need to constantly balance three pillars - design, product, and packaging. "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," he said.

He believes sustainability should be built into every decision, not treated as an add-on. "Sustainability cannot be an afterthought, and luxury cannot be superficial. The goal is to create solutions where all three work together," he said, adding that brands and professionals alike have a role to play in making sustainable habits feel desirable rather than burdensome.