Bastide, a Provençal brand

Bastide is a new kind of French beauty and lifestyle company. Launched by Frédéric Fekkai, one of the most celebrated hairstylists in the world, the brand makes French-girl style just a little bit easier.

Frédéric is a native of Aix en Provence, but the Frenchman spent most of his career in New York as one of the most sought-after hair-stylists in the world. He has had an editorial career working with namesake salons and also launched his own successful product line, called Fekkai. His focus shifted a few  years ago when he and his wife Shirin von Wulffen visited his native Provence and fell in love with a certain overgrown country manor, which is also known as a bastide. They bought the property, began renovations and started plans for a new life and a new business.

Frédéric and Shirin had been fans for many years of the line of beauty products found in Provence, called Côté Bastide. They acquired the line a few years ago and began reimagining the identity of the brand, as well as how to share their passion for a healthy lifestyle. Settling into their new home and life, Frédéric, Shirin and their children began fully enjoying the lifestyle in Aix : fresh picked vegetables from the garden for dinner, early morning hikes along the local mountains before work and simplifying their beauty routines.

Bastide followed suit, and launched with a line of candles, fragrances, lotions and soaps – all made by local artisan experts from family-owned businesses, that they have dubbed “Beautisans”. The brand features non-toxic ingredients and boasts entirely clean products as the entire line is made without parabens, sulfates or petroleum. Everything is designed to make your life smell like a Provence daydream. They use entirely regional ingredients, such as fig, honey and olive oil. The floral notes that you can almost taste in their products, come from experts in Grasse.

The line, which we are proud to present in our August Summer in Provence box, captures the easy sense of well-being that is derivative from the Aix en Provence region.

As Shirin says, “Health isn’t a trend, but something passed down over generations.”