BELLAMI Unveils "Be Full of Yourself" Campaign with Highlight Artists Partnership to Redefine the Hair Extension Category

The strategic collaboration aims to prove that BELLAMI extensions are more than hair; they're a "Beautiful Extension of You."

LOS ANGELES, Sept. 4, 2025 /PRNewswire/ -- BELLAMI, the world's #1 hair extension brand, announces a groundbreaking partnership with Highlight Artists, the full-service talent management agency co-founded by lead celebrity hairstylists, Jen Atkin and Justine Marjan. BELLAMI is launching "Beautiful Extensions of You," a new global platform that solidifies hair extensions as an authentic expression of beauty that everyone can experience for themselves. The first campaign under the platform, "Be Full of Yourself," is designed to redefine the conversation around hair extensions for their two most powerful audiences – professional stylists and their clients – inspiring people everywhere to embrace unapologetic confidence, self-expression, and beauty without compromise.

Since its inception in 2012 (followed by its professional line debuting in 2017), BELLAMI has been at the forefront of leading the extension category – breaking down barriers, elevating industry standards, and making professional-grade transformations accessible to all. Now, with Highlight Artists' expertise and their powerhouse collective – including Jen Atkin, Justine Marjan, Mitchell Ramazon, Sabrina Porsche, Shelley Gregory, Hayley Heckmann, and Sienree Du – the brand is taking its mission to the next level.

This collaboration is more than a celebrity stylist endorsement: it's a strategic alliance with the industry's most respected talent to normalize hair extensions as part of your everyday routine, expand stylist and client perception of the category, and reinforce professional expertise. Leading the charge is Jen Atkin, who represents the ultimate stylist icon – an aspirational mentor for professionals who has successfully built a career and businesses across every facet of the industry, from behind the chair to celebrity styling to the boardroom. Following overwhelming requests from the BELLAMI stylist community, who identified her as the partner they most wanted to learn from, Atkin now joins as BELLAMI's first Global Brand Ambassador to bridge both pro and consumer audiences in uniquely compelling ways. Furthermore, this campaign reflects insights gathered from BELLAMI's ongoing stylist pulse surveys and underscores the brand's commitment to elevating women in the field.

"At BELLAMI, our mission has always been to empower both professionals and consumers, providing confidence through education, innovation, and credibility," says Mary Burns, President of BELLAMI. "Partnering with Jen Atkin, Justine Marjan, and our Highlight Artists ambassadors allows us to further elevate the category with expertise from the industry's most trusted voices, while continuing to break down common myths around extensions."

"Shaped by both community and consumer insights, this campaign is about celebrating confidence and individuality," adds Charlotte Watson, Chief Marketing Officer at BELLAMI. "We want people to feel completely full of themselves, with hair and energy that take up all the space they deserve. Through compelling, aspirational storytelling and the guidance of top stylists, we're inspiring everyone to achieve personalized, flawless hair that feels authentic to them."

In addition to the collaborative campaign, BELLAMI recently launched two new professional-grade innovations: Tape-In Deluxe and Tape-In Express Weft. Both are designed for faster installation, enhanced comfort, and next-level customization. Each features RootReplica™ Technology, a patent-pending advancement that mimics natural root growth for a seamless, voluminous, and ultra-natural blend. This latest innovation underscores the brand's commitment to quality, and to equipping stylists with the tools to deliver customizable, seamless results for every client.

"At Highlight Artists, we're lucky to work with some of the most talented hairstylists and makeup artists out there. Teaming up with BELLAMI felt like a no-brainer – extensions should be about showing off your vibe and individuality, not just a beauty 'extra.' We're here to flip the script by making extensions feel fun, aspirational, and something both consumers and pros get excited about." – Jen Atkin, founder of OUAI, Mane, and Highlight Artists.

Creative strategy and storytelling was led by international French boutique advertising agency Fred & Farid.

To experience BELLAMI extensions, consumers can visit one of the BELLAMI Beauty Bar locations in Houston, Las Vegas, Miami, New York City, or their soon-to-be West Hollywood salon. Alternatively, they can consult with their current stylist or a BELLAMI stylist for personalized guidance. Professional stylists can visit https://www.bellamiprofessional.com/ to purchase BELLAMI extensions or learn more through the most extensive education programs on the market via the BELLAMI Academy.

BELLAMI proudly offers the largest product assortment in the industry, and are rigorously innovating to meet the needs of every hair type and lifestyle. With every service carefully crafted for superior, bespoke customization, BELLAMI extensions allow consumers to "be full of themselves."

About BELLAMI
At BELLAMI, we've witnessed countless hair transformations. Our premium hair extensions empower women, giving them reclaimed confidence to take into the world. We ethically source 100% Virgin Remy human hair and sustainably produce high-gram, cuticle-intact luxury hair extensions. We proudly offer the largest product assortment in the industry, and are continually innovating to meet the needs of every hair type and lifestyle. Our mission is to provide the best stylist education and the latest hair extension innovations to transform your business. We take pride in creating state-of-the-art colors, cutting-edge tools, and installation techniques. Through The BELLAMI Academy, we have certified over 30,000 stylists worldwide! From our headquarters in Los Angeles, California, we sell one pack of hair extensions every minute, every day.

SOURCE BELLAMI