Beautiful Extensions of You

For the brand’s first ever global brand campaign, Bellami partnered with Fred & Farid, the international French boutique advertising agency, to launch “Beautiful Extensions of You.” More than a tagline, the platform redefines hair extensions as an authentic expression of beauty - pushing against the industry’s narrow and often artificial portrayal of extensions and anchoring them as a tool to extend natural beauty in ways that feel personal, empowering, and true to self. With the global hair extensions market expected to reach a value of 10.78 billion USD by 2032 (Fortune Business Insights), Bellami is setting out to reshape the perception of the category as they redefine the conversation around hair extensions for their two most powerful audiences - professional stylists and clients.

The platform is brought to life with a refreshed visual direction that elevates and normalizes how hair extensions can look and feel, for both professional styling and personal everyday wear. To amplify its new vision, Bellami has announced a partnership with Highlight Artists, the full-service talent management agency co-founded by lead celebrity hairstylists Jen Atkin and Justine Marjan, and named Jen Atkin as Bellami’s first Global Brand Ambassador to bring cultural authority and unique industry expertise to the brand.

The “Beautiful Extensions of You” platform will roll out in a 3-part series, all designed to serve both professional salon channels and at-home consumers across the full user journey. The first launch campaign, “Be Full of Yourself,” signals Bellami’s new positioning in the category. With assets to support above-the-line and below-the-line efforts, the campaign is geared to spark a mass reappraisal of who hair extensions can be for. The subsequent campaigns will roll out late 2025 and early 2026 to continue Bellami’s full funnel communication efforts.