Beauty Industry Group enhances direct-to-stylist hair care reach with Bellami acquisition

19 May 2022 --- Hair solutions provider the Beauty Industry Group (BIG) is acquiring Bellami Hair, a hair extensions and hair care brand, to further its aim as a solutions provider for stylists and consumers. BIG will aid Bellami in advancing its consumer base and go-to-market strategy.

“Bellami is entering its next chapter of growth alongside the BIG team,” says Nikki Eslami, co-founder of Bellami. “With BIG’s support, Bellami will expand its reach in meeting the diverse hair needs of women, whether it be thinning, alopecia, dryness, postpartum hair loss, damaged hair or length.”

Derrick Porter, CEO of BIG, gives insight into how the partnership will impact BIG: “Our partnership with Bellami represents an important step toward creating a complete hair solutions company that tells the story of how hair products can solve [hair] problems for women around the world.”

Bellami’s consumer footprint has delivered growth since expanding to an innovative direct-to-stylist (DTS) engagement approach that brings its products and insights to the critical digital platforms where stylists engage with each other and their customers, building on its direct-to-consumer (DTC) roots.

According to Porter, Bellami “redefines” hair extensions’ quality, perception and customer engagement strategy in the growing DTS category.

This transaction is supported by existing BIG investors, including consumer-focused private equity firm L Catterton and HGGC.

Educating stylists, functional performance and accessibility
Bellami markets itself as an educator for stylists seeking to learn methods and techniques, understand the best maintenance and styling practices and continue their education in new technique applications, all in the pursuit of providing hair solutions to a growing customer base.

Bellami’s products and services will remain available under their existing brand as part of the BIG portfolio.“Bellami has a runway for growth. We look forward to working with the team to equip Bellami with the product innovation, data insights and analytics, performance marketing knowledge and supply chain focus that BIG has cultivated through our ongoing brand-building efforts,” details Porter.

In taking a look at functional performance and accessibility, Avik Pramanik, partner at L Catterton says: “Our research has shown that consumers of all generations are increasingly demanding solutions for their hair challenges that provide a distinctive combination of functional performance, luxury experience and broad accessibility across various channels.

“The combined capabilities of BIG and Bellami will enable the business to continue providing consumers with the most innovative products and services in the hair extensions category and beyond,” adds Pramanik.

“L Catterton and HGGC are pleased to continue supporting BIG’s vision to create one of the world’s leading beauty platforms.”

Hair health NPD increases
Industry has been introducing natural ingredient-based hair care solutions and partnering for textured hair NPD.

Symrise previously introduced Symhair Thermo, a natural mushroom-based product that may protect hair from heat damage during styling. Additionally, Helen of Troy acquired Curlsmith for US$150 million to develop textured hair care products, while hair brand Imbue partnered with Target to expand its textured hair care collection to the US.

Also, in the textured hair care space, SheaMoisture previously noted that consumers with naturally curly hair types ranging from 3B to 4C require moisture-retaining solutions for hair health.

Edited by Nicole Kerr