For the salon opening party Fekkai enlisted two mother-daughter social powerhouses to help script a list of 100 guests for the lavender martini event: Myrna and Kari Schlegel and Jan and Elizabeth Showers.

Fekkai himself did six haircuts at $750 a pop that afternoon, and all proceeds are earmarked for the Elissa Project, a local charity that raises awareness about eating disorders. In addition, Fekkai also is giving 20 percent of sales through Dec. 17 to the charity.

There is no dearth of talent to staff the growing chain, Fekkai said.

"If you stay with 15 to 20 salons, you can control the quality," he said. "I don't have much choice. We generate a lot of talent in the salons, and if you don't offer those people the opportunity to grow in the business, we will lose them."

Brian Keller, a popular colorist who was with Fekkai in Palm Beach, will manage the Dallas salon as creative director. Of the 12 staff members here, half have Fekkai experience, Callet said. The salon has 15 styling chairs.

Business is booming, and revenue will be about $100 million this year company-wide, including salon and product sales, Fekkai said, though he declined to project sales for next year.

"We are lucky to be in luxury products, and we are benefiting from the great growth that they have seen in the last two years," Fekkai said. "We are growing double digits every year. Let's not forget that we are a brand, the only luxury brand in hair today that is national."