In 2025, Franck Provost will celebrate half a century in hairdressing, a dazzling career that began in humble beginnings and has grown over time into a veritable beauty empire. Behind his name engraved on shop windows around the world lies a visionary entrepreneur, both a hair craftsman and a seasoned businessman, who has made his mark in an ultra-competitive world. Today, at the dawn of a new cycle led by his son Fabien, Maison Provost has never been more ready to attract a new generation of customers and talent. It’s a wonderful way to prove that half a century of hairdressing can go hand in hand with eternal modernity.
This son of a soldier and ward of the state was not initially destined to become a major figure in the world of hairdressing. However, from his first salon, which opened in Orgeval in 1975, he built an empire of more than 3,300 salons in 35 countries. A passionate craftsman and visionary entrepreneur, he combined technical excellence with business acumen to become a household name around the world.
Self-taught and a hard worker, Franck Provost stood out from the start with his rare technical skills and almost obsessive attention to his clients’ expectations. French champion in 1976, then World Hairdressing Champion in 1977, he quickly became part of the show business world. While styling a TV presenter, he entered the media sphere and went on to become the personal hairdresser of Catherine Deneuve, Mireille Darc, Sharon Stone, and many others. In 1979, he opened his iconic salon at 61 avenue Franklin Roosevelt in Paris, which became a must-visit destination. Fun fact: one day at Roissy airport, he cut the hair of a passenger who turned out to be… a Middle Eastern princess.
In the 1980s, Franck Provost realized that hairdressing could be industrialized without losing its soul. He launched franchises with a bold promise: to democratize high-end hairdressing. This “accessible luxury” positioning became his trademark. In 1990, he founded Studio, an agency that linked hairdressing and television (notably via Sacrée soirée). In 1995, he opened his first franchise, initiating an international expansion led by Marc Aublet as director of operations. Provost salons opened in Tokyo, Dubai, and Sydney, offering French expertise that appealed to a demanding clientele.
In 2008, the entrepreneur created the Provalliance group, now the European leader in hairdressing. With 17 brands (Jean-Louis David, Maniatis, Saint-Algue, etc.), turnover of over €500 million and some 18,000 employees, the group is based on a subtle balance between rigor, creativity and local roots. It is a model that has withstood crises and adapted to new expectations, such as the rise of DIY and the digitization of services.
Wishing to pass on his knowledge, Franck Provost founded his International Academy in 2000, followed by the Provélite Academy in 2008. Continuing education, technical excellence, and the transmission of skills are at the heart of his approach. In terms of innovation, he is the creator of the famous Balayage 2 Ors, which is still in high demand. His son Fabien, a former top athlete who became the group’s artistic director, is now breathing new life into the brand with a digital shift, social media, connected salons, and more natural product lines. And his daughter Olivia Provost is communications director.
In an increasingly polarized sector—between low-cost (salons such as Tchip and Coiff&Co) and ultra-luxury (salons such as David Mallett, John Nollet, Delphine Courteille, Christophe Robin, and Sarah Guetta)—Maison Provost remains true to its philosophy: consistent quality, controlled accessibility, and French excellence. For Fabien, “the challenge is to maintain trust while incorporating trends. Customers want style, but they also want to be listened to and served efficiently.”
At the dawn of this new cycle, the brand is exploring new territories: hybrid salons combining wellness and holistic beauty, hair diagnostics using artificial intelligence, vegan and silicone-free products, and attention to long-neglected textured hair.
Rarely has a name embodied a profession so well. Like Chanel for couture or Alain Ducasse for gastronomy, Franck Provost has transformed hairdressing into a French art of living. And as the next generation takes up the torch, the story continues to be written, between proud tradition and conquering modernity. We meet Franck Provost.
INTERVIEW
Luxus Magazine: What is your earliest memory of hairdressing?
Franck Provost: I remember one of my very first haircuts: I asked a friend to come over for a trim. I started on the right, then the left… and in the end, I evened it out so much that it ended up very short. Those were my early days, with all the innocence and enthusiasm of a young apprentice [Laughs].
Luxus Magazine: What was the most daring or risky decision you’ve made in your career?
Franck Provost: Opening my very first salon. At the time, we made a big deal out of all the administration and management… You borrow money, you take risks. It was a real gamble, especially since Saint-Germain-en-Laye was still considered the provinces. But once the machine is up and running, everything falls into place: one salon, then two, then three… and the adventure really begins.
Luxus Magazine: Was there a key encounter or moment that changed your trajectory?
Franck Provost: Yes, several. At first, it was fellow hairdressers who encouraged me to join a club, the Cercle des Arts et Techniques. We held competitions there, which gave me a taste for challenge and sparked my desire to improve. Then there were a number of significant encounters along the way: Jean-Pierre Foucault, with whom I had the opportunity to work on Sacrée Soirée on television, Marc Aublet for business development, and of course, many artists.
Luxus Magazine: How do you go from a salon in France to an international empire?
Franck Provost: You have to surround yourself with the right people, know how to listen, and move forward with people you trust. It’s about encounters, opportunities, hard work, and also taking risks. We are carried along by events and by the men and women who accompany us. It wasn’t a plan at the beginning, but things have built up over time. For me, it’s been a wonderful human adventure.
Luxus Magazine: What do you think the hairstyle of tomorrow will look like?
Franck Provost: The hairstyle of tomorrow will be softer and more focused on care. We are moving away from the very geometric and rigid cuts of the past towards more flexibility and harmony. Colors are more shimmering, with more highlights. Customers also come to enjoy a moment of well-being, to be pampered. That’s where the difference will be made: quality of service is essential.
Luxus Magazine: Your children work alongside you: how is the transition going?
Franck Provost: The transition has been natural, based on trust and continuity. I have been lucky enough to work with my children for over 30 years, which is a real joy and a source of great pride. Olivia worked for many years on developing the group’s marketing and communications before taking over the Niwel Beauty brand. Fabien is continuing the adventure alongside me, keeping the family legacy alive with authenticity and passion.
Luxus Magazine: In 50 years, what has never changed in your approach to the business?
Franck Provost: What has never changed is the passion. It has driven me since day one and only grows stronger with time. I deeply love this profession, the human contact, making people happy. What also drives me is having built a real family around me: my loved ones, but also my colleagues. Working together, passing on knowledge, creating bonds—that’s what gives meaning to everything I’ve built.
Luxus Magazine: What message would you like to convey to the new generation of hairdressers?
Franck Provost: Today, there are so many opportunities for young people who want to get involved. They are given all the keys to success: career paths, training, tools. But beyond that, you have to be interested in others, know how to listen to them, be curious, creative, and always on the lookout for trends. Above all, you have to be passionate, because it’s passion that makes the difference.
When I started out, people told me it was too late. But the wheel keeps turning. With passion, it never feels like work. That’s what really drives you [laughs].
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Featured photo: Courtesy of Franck Provost
