Actress and singer Dove Cameron doesn’t shy away from the question: does she or doesn’t she wear hair extensions?“I like costumes and changing my look daily. I am a big fan of going blunt short one day and long another. My fans think I have some magic beans,” Cameron, best known for her dual role playing both title characters in Disney’s “Liv and Maddie,” told WWD.The 21-year-old just unveiled a partnership with Bellami Hair, a hair extension brand, to create her own collection. “I’ve been wearing Bellami extensions for years and we’ve been talking about a collaboration for some time,” she explained.Cameron teased the extensions on her Instagram account — where she has 15.1 million followers — and revealed one color in the collection will be the exact shade of her platinum tresses. Bellami has teamed with Kylie Jenner, Lilly Ghalichi and Natalie Eva Marie in the past.“There are a lot of girls who want to get my color and it is very hard to find. Typically, when you go that light it damages the hair, but Bellami has been able to do it,” she said.That’s not the only white space Cameron sees in the extension category. She’s adding styles and colors such as espresso brown and raven red and was the creative force behind the company pairing the clip-in extensions with artificial eyelashes.Cameron scoffed at hiding the fact that extensions help achieve her looks. “They aren’t polarizing or political. It isn’t, like, a stance I’m taking,” she laughed. “Hair and makeup are an extension of fashion. In the roles I’ve played I’ve had purple hair sometimes [such as her role as Mal, Maleficent’s daughter in ‘Descendants’] and I have had pink hair other days.”Scott Friedman, the newly named chief executive officer of Bellami Hair, noted Cameron has donned extensions since she was 14 and frequently visits the Bellami Beauty Bar in Los Angeles.“Dove is the embodiment of our brand. Dove is a genuine, caring, energetic individual who knows that hair extensions help to make women look and feel beautiful,” Friedman, the former ceo of NYC Professional Makeup, said. “Dove and Bellami believe that girls should feel comfortable using hair extensions to express themselves. She uses extensions to achieve different fun looks whether she is on set, out at night, running errands or hanging with friends.”For years women didn’t discuss extra help they got turning their hair volume up, but much like cosmetic surgery and other procedures, beauty tricks are now openly shared on social. That’s helped lift the lid off sales of hair extensions and expand usage across all ages and hair types. Industry estimates put total worldwide professional and retail sales of extensions at about $5 billion and growing by the double digits per year.Cameron’s collection, which retails for $179.99, includes the first ever for the company tapered extensions, eye lashes, a storage carrier and hanger. The inspiration for the extensions was to blend seamlessly with the user's own hair. The collection is available at bellami.com as well as the two Bellami Beauty Bar stores. The company will expand to six Beauty Bars by March 2018. The lashes are new to Bellami and were designed by Cameron.
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
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"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.