Hair extensions brand Bellami, global brand campaign with Fred & Farid
For its 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.
Mary Burns, President of Bellami
“As the world’s #1 hair extension brand, we believe it’s Bellami’s responsibility to lead the industry into a new era. For too long, extensions have carried unnecessary stigmas around being artificial or inaccessible, when in reality they are one of the most powerful tools for self-expression and confidence. The opportunity ahead isn’t just to grow the category but to redefine it as we give stylists more options for their clients and everyday people to see themselves in Bellami hair extensions.”
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.
Charlotte Watson, CMO of Bellami
“With ‘Beautiful Extensions of You,’ we now have a platform that can evolve with our business as we carry multiple campaigns across channels, audiences and product lines. Having this unified foundation means every initiative, no matter how targeted, can contribute to the bigger vision for Bellami to scale around the world.”
As the first launch of the series, “Be Full of Yourself” sets the tone for a new visual potential for the category. Highlighting the often-overlooked benefit of fullness, alongside length, the campaign reframes extensions as a versatile tool for everyday confidence. By challenging traditional portrayals and injecting the brand’s new direction, “Be Full of Yourself” encourages audiences to confidently take up space wherever they are.
Shot with the editorial sharpness that Hans Neumann with Cadence Films is known for, the work carries the kind of cinematic polish you’d expect in high fashion, while remaining approachable for everyday beauty. The visual language was designed to feel aspirational without being pretentious, reframing hair extensions as not only stylish but integral to modern self-expression for all audiences. By elevating the aesthetic and pushing the codes of the hair extension category, Bellami is signaling a decisive shift to make hair extensions a core part of beauty culture.
Tom Koh, Creative Director of Bellami
“The mission with the agency wasn’t just to make hair extensions look beautiful, but to give the category a visual identity that feels as contemporary and confident as the people who wear them. By establishing a distinct and elevated aesthetic, we wanted to create a new language that can evolve with the Bellami brand without forgetting where we came from. Our partnership with Fred & Farid inspired us to set a new benchmark for how extensions can show up in the world of beauty.”
Alongside the film, the “Be Full of Yourself” campaign will roll out across 360 channels. Starting with a dinner hosting brand ambassador Jen Atkin and other prominent members of the beauty circle, Bellami is ushering in a new chapter for hair stylists and beauty lovers to find their right fit with Bellami hair extensions. Post-event, the campaign will be supported across digital, social and physical placements. From OOH/wild postings across Los Angeles, to tapping influencers to live out this new direction, to inspiring the redesign of their event spaces and their new flagship beauty bar in West Hollywood, CA, Bellami’s new platform invites everyone to see hair extensions in a new way, as truly extensions and not artificial additions to who they already are.
Frédéric Raillard, Founder & CEO of Fred & Farid
“As a leader in the space, Bellami has a responsibility to move the industry forward. With this campaign, we’re expanding the definition of beauty and putting hair extensions at the center of culture. We’re excited to continue partnering with Bellami to lead this new narrative.”
Chelsea Steiger, Creative Director of Fred & Farid
“Our goal was to push the storytelling in a way the category hasn’t seen — imagery that feels high-fashion but still relatable, and emotions that go deeper than surface beauty. Working with Bellami has been an incredible collaboration. It’s rare to have clients who are willing to break convention, and their ambition made it possible to elevate not just the brand, but the category as a whole.”
CREDITS “Beautiful Extensions of You”
Bellami
- President: Mary Burns
- Chief Marketing Officer: Charlotte Watson
- Creative Director: Tom Koh
- Director of Global Talent: Anessa Hernandez
- Art Director: Suzanne Montalbano
- Integrated Marketing Director: April Palozie
Fred & Farid
- Chief Creative Officers: Fred & Farid
- Creative Director: Chelsea Steiger
- Global Business Director: Jules Chaffiotte
- Strategy Director: Eileen Zhao
- Executive Producer: Amanda Van Caneghem
- Post Producer: Charles Renard
- Head of Global Comms: Jalila Levesque
Production Company: Cadence
- Director & Photographer: Hans Neumann
- Executive Producer: Lorenzo Ragionieri
- Head Of Production: Jeff Sommar
- DOP: Willy Busfield
- Producer: Sarah Park
- 1st AD: Daniel Benaiem
- Production Designer: Grace Surnow
- Hair Stylist: Tamás Tüzes
- Hair Stylist: Sienree
- Bellami Hair Extensionist & Colorist: Bre Arnold
- Hair Extensionist & Colorist: Sam Hynes
- Makeup: Homa Safari
- Stylist: Ron Burton
- Key Grip: Sam Escobar
- Gaffer: Pedro Huerta
- Production Manager: Laura Odette
- Production Coordinator: Daphne Lucas
Edit House: Modern Post
- Editor: Sofia Kerpan
- Executive Producer: Andrew Illson
- Producer: Emma Harris
- VFX & Online: Modern Post
- Colorist: Taylor Schafer
- Color Producer: Brian Corey
- Music Composer: Staubaudio
- Sound Design & Audio Mix: Moritz Staub
BTS PRODUCTION
- DP: Jeffrey Schneider
- B-Cam: Daniel Gomez
- Super 8: Nick Novotony
- Interviewer: Hilary Smith
- Photographer: Kiyomi Morrison
- Sound: Adam Young
- Gaffer: David Sheetz
- Key Grip: Elijah Bautista
- Color: Dmitry Koshutin
- Editor: Micah Levin