"Beautiful Extensions of You": How Bellami Is Redefining the World of Hair Extensions
*BELLAMI
*BELLAMI
Sometimes a category shifts because the language shifts. When we change how we describe a gesture, we change how people live with it. That's the core of Bellami's first global platform, "Beautiful Extensions of You," developed by the international French advertising agency Fred & Farid, (the agency where I lead global communications and PR). I'm sharing this story here because it sits at the intersection of beauty culture, craft, and self empowerment, themes that the Future of Skincare community loves.
Bellami, the world's leading hair extension brand, just launched its first global platform with a campaign that refuses to play by category rules. "Beautiful Extensions of You," developed with Fred & Farid, reframes extensions from add-on to identity, from enhancement to authentic expression of self. The context matters: the hair extensions market is projected to reach $10.78B (Fortune Business Insights) by 2032, but this work reaches beyond growth metrics. It's about giving both stylists and clients a shared, modern language for what extensions make possible.
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."
Language sets the frame; architecture makes it last. The platform is designed as a three-part series, not a single moment. Chapter one, "Be Full of Yourself", introduces the shift and opens the door to everyday wearers as much as professionals. The next chapters are scheduled for late 2025 and early 2026, keeping the conversation alive across channels rather than spiking and fading.
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."
At the heart of chapter one sits a precise creative choice: put fullness at the center. Length dominated the category for years. Fullness reads as presence, energy you can see. "Be Full of Yourself" turns that presence into permission: take up space with ease, not apology.
Shot by Hans Neumann with Cadence Films, the film and stills hold a clean tension, editorial sharpness with human approachability. You feel fashion's polish, but the person leads. That's where the agency partnership with Fred & Farid matters: a consistent visual language for a category that was often treated as backstage.
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."
This reads less like campaign work, more like category building.
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 at 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."
What strikes me most about this work is its quiet radicalism. In a beauty landscape obsessed with transformation, Bellami chose amplification. The difference matters more than it might seem. Transformation suggests you're incomplete; amplification suggests you're already whole, just ready to expand. That philosophical shift, executed with this level of craft and cultural intelligence, signals something larger: beauty is finally growing comfortable with the idea that authenticity and enhancement can coexist. Less about becoming someone else; more about becoming more yourself.
TITLE OF CAMPAIGN
“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
AGENCY: FRED & FARID
Agency: 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
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
POST PRODUCTION
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
