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.
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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.