BELLAMI Hair

BELLAMI Hair is an American hair-extension company founded in 2012 by Julius Salerno and Nikki Eslami, based in the Los Angeles area of California [6]. It started as a direct-to-consumer brand selling extensions made from 100% Remy human hair and later built a separate professional line aimed at salon stylists. Since 2022 the company has been owned by Beauty Industry Group (BIG) [4], and it continues to operate as a standalone brand rather than being folded into its parent.

The company positions extensions as an everyday form of self-expression, and describes itself in its own marketing as "the world's #1 hair extension brand" [5]. Its catalogue spans clip-ins, tape-ins, wefts and other application methods, alongside a stylist-education programme and a network of certified professionals.

Salerno and Eslami launched BELLAMI in 2012 with a focus on Remy human-hair extensions sold directly to consumers. For its first several years the business grew without outside capital: at the time of its first institutional investment, Salerno stated that "Bellami has achieved incredible growth with zero outside funding or debt" [6]. In 2017 the company added a professional, direct-to-stylist line, extending its reach from home users to salons.

BELLAMI's early expansion was self-financed until 2018, when it took its first outside funding. It later moved from an independent, founder-led business into a private-equity-backed portfolio. By the mid-2020s the company reported a large professional following: at the launch of its 2025 "Be Full of Yourself" campaign, it said BELLAMI Academy had "certified over 30,000 stylists worldwide" and that the brand sells "one pack of hair extensions every minute" [5]. The company has also spoken of international expansion, with Eslami citing plans to open locations in cities including London, Paris, Dubai and Sydney [6].

In November 2018 BELLAMI received a minority investment of $20 million, together with a $100 million capital commitment, from Cathexis Holdings LLP — its first outside funding [6]. In 2022 the company was acquired outright by Beauty Industry Group, a hair-focused group backed by investors including L Catterton and HGGC [4]. Company sources place the headquarters in the Los Angeles area, though the exact wording differs between releases: a 2018 announcement gives Los Angeles, California [6], while the 2022 acquisition release lists Chatsworth, California [4] — a district within the City of Los Angeles. The brand's own about page describes the products as "Designed in Los Angeles."

BELLAMI frames extensions as something to be worn openly rather than hidden. Its about page puts it plainly: "Extensions have always felt like beauty's best-kept secret. But no one's gatekeeping anymore." The company says its aim is to "empower both professionals and consumers" [5], and in 2025 it introduced the platform line "Beautiful Extensions of You," positioning extensions as a form of personal expression rather than concealment.

The company's range covers several application methods, including Silk Seam clip-ins, Halo PRO extensions, keratin-tip and I-tip styles, and weft options marketed as Flex, Infinity and Volume weft. Its tape-in products are promoted around proprietary construction the company calls RootReplica Technology, intended to mimic a natural hairline. BELLAMI markets its hair as 100% Virgin Remy human hair and states that "each extension is sustainably produced from ethically sourced" hair [1]. The company publishes disclosures under the California Transparency in Supply Chains Act and Canada's S-211 supply-chain law addressing child and forced labour. Alongside products, it runs BELLAMI Academy, a stylist-training and certification programme, and a stylist-locator service.

Celebrity hairstylist Jen Atkin serves as BELLAMI's global brand ambassador and partnered with the company through her Highlight Artists venture on the 2025 campaign [5]. The brand and its ownership changes have been covered by the trade publication WWD in the context of the hair-extension business [7].

BELLAMI has been owned by Beauty Industry Group since its 2022 acquisition, and remains active as a standalone brand. Its most recent widely publicised activity was the "Be Full of Yourself" global campaign launched in September 2025 [5]. The company describes its reach as global, citing worldwide shipping and stated expansion into additional international markets.