Funmi Fetto, Style Editor at Vogue, Beauty Columnist at The Observer, and author of Palette and Hail Mary, has announced the launch of GOODIFFERENT, a hair salon and luxury Afro-heritage hair care brand. 

The hair salon will launch at Liberty London in Autumn 2025, and a hair product line will follow in 2026.

The idea of the living room as a salon - not just a place for hair, but for care, creativity, community, culture, and conversation, be it during the bustle of the day or at night when transformed for private tastemaker dinners or cultural gatherings - is at the heart of the space. 

“Think The Ordinary meets Glossier meets K-beauty for Black Hair built through the lens of people who look like me, who have hair like me,” Fetto says. “But again, we’re not creating from beauty world references. We’re drawing from everywhere else. Art, architecture, music, literature, fashion.”