feschi

feschi is an Austrian haircare brand based in Vienna and run as a mother-and-daughter business. It was founded in 2015 by master hairdresser Michaela Bischof, who first sold the products in her own salon in Perchtoldsdorf near Vienna [4]. The name comes from the Austrian word fesch, meaning pretty or good-looking.

The company positions its products as salon-quality haircare for everyday use and sells mainly direct to consumers through its own webshop, alongside retail distribution in the German-speaking market. It remains active, with an ongoing product range and a retail listing at Douglas Austria [5].

Michaela Bischof, a Friseurmeisterin (master hairdresser), started feschi in 2015, initially offering the products to clients in her salon [4]. According to the brand, demand grew to the point that an online shop followed in 2020, when her daughter Christina Bischof joined to handle marketing and e-commerce. Since then the two have run the brand together as a mother-daughter duo.

The corrected display name is the lowercase feschi; the registered company is FESCHI GmbH, based at Ungargasse 15/4 in the 1030 district of Vienna.

There is a discrepancy in how the brand's origin is described. Company registration places it in Austria: FESCHI GmbH is listed in the Austrian commercial register (Firmenbuch) under FN530717T at the Vienna Commercial Court, with an Austrian VAT number (ATU75360306), a Vienna address and an Austrian telephone number [3]. The brand itself, however, prominently uses the line "Made in Germany" and holds a secondary German VAT registration (DE334633800) for the German market [2]. feschi frames the two together as "Created in Austria, made in Germany" [4] — the Austrian registration reflects where the company is established, while "Made in Germany" refers to where the products are manufactured.

The managing directors recorded in the legal notice are Christina Bischof and Tim Kleinwächter. No parent company is indicated; the brand appears to be independently held.

feschi describes itself as a female-founded brand and sells its products under the tagline "Haarpflege wie vom Friseur" — haircare as if from the hairdresser. The company says it sees high-quality care products, combined with the right routine and correct application, as the foundation of healthy hair, and states an aim to become a "go-to haircare brand" through both its products and what it calls intensive knowledge sharing with customers. That emphasis on advice shows up in features such as a hair-consultation service, a haircare glossary and an "ask mum" WhatsApp support line.

The brand states that it has more than 100,000 satisfied customers [2], a figure it presents itself rather than one independently verified.

feschi's range centres on haircare, with a smaller body-care line. Products are organised into named series built around particular ingredients, including a smooth & shine line using macadamia, a grow strong line using the ingredient Follicusan, and an intense care line using phytokeratin. Other lines address sensitive scalps, hydration, volume and colour-treated hair, alongside styling products and supplements marketed for hair loss.

Dry shampoos are among the brand's signature products, including "aqua dry", a liquid dry shampoo, and "the one and only". The company says its formulas are vegan, cruelty-free, free from microplastics, silicone-free and made with recycled packaging, and that the products are dermatologically tested [2].

feschi was profiled by Discover Germany, part of the Scan Magazine group, in a feature on the Austrian female-founded brand [4]. The brand's own website also displays "as seen in" badges for several Austrian and German outlets, including Woman, Madonna, ProSieben and Glamour; these are self-presented mentions rather than independently confirmed coverage.

feschi is an active brand. It operates a direct-to-consumer webshop with current collections and is stocked at Douglas Austria, indicating retail distribution beyond its own site. The brand reports selling online and offline across Germany, Austria and Switzerland [4], and maintains active social media channels. It also runs a donation partnership with the Jane Goodall Institute Austria.