Overview
Founded in 2012 by Julius Salerno and Nikki Eslami as a direct-to-consumer human-hair extension brand; grew with no outside capital until a 2018 investment, later adding a direct-to-stylist model.
History
BELLAMI founded by Julius Salerno and Nikki Eslami as a DTC human-hair extension brand↗
Professional (direct-to-stylist) line debuted↗
Received $20M minority investment plus $100M capital commitment from Cathexis Holdings LLP (first outside funding)↗
Acquired by Beauty Industry Group (BIG), backed by L Catterton and HGGC↗
Launched 'Be Full of Yourself' global campaign; reports 30,000+ stylists certified via BELLAMI Academy↗
Signature products
BELLAMI Silk Seam™ Textured Clip-Ins↗
NEW HALO PRO®: THE EASIEST 'YES' IN EXTENSIONS↗
Tape-In Deluxe, Tape-In Express Weft (featuring RootReplica™ Technology)↗
Weft Hair Extensions (Flex, Volume, Infinity)↗
Ingredients & philosophy
BELLAMI frames hair extensions as an accessible form of beauty self-expression rather than a hidden secret, aiming to remove the stigma and 'gatekeeping' around wearing them.
Ownership & group
Sources
T1 primary · T2 secondary · T3 note- [1]T1bellamihair.comhomepage
- [2]T1bellamihair.com/pages/about-usabout
- [3]T2bellamihair.com/pages/professional-about-usabout
- [4]T4prnewswire.com/news-releases/beauty-industry-group-announces-acquisition-of-bellami-hair-301549005.htmlexternal_other
- [5]T4prnewswire.com/news-releases/bellami-unveils-be-full-of-yourself-campaign-with-highlight-artists-partnership-to-redefine-the-hair-extension-category-302545902.htmlexternal_other
- [6]T4prnewswire.com/news-releases/luxury-beauty-brand-bellami-hair-receives-minority-investment-and-100-million-capital-commitment-from-cathexis-holdings-llp-300751837.htmlexternal_other