Beauty Industry Group [BIG] has acquired Bellami Hair, a luxe hair extensions brand. BIG, a portfolio company of L Catteron based in Salt Lake City, will look to support Bellami and its differentiated go-to-market strategy to grow its consumer following to build on its current momentum. While terms of the transaction were not disclosed, the deal was led by Kelly McPhilliamy, William McBride, and Marlee Crossen of the Harris Williams Consumer Group.

Founded in 2012 by Nikki Eslami, who will continue to serve as an advisor, and Julius Salerno, Chief Executive Officer, Bellami began as a vision to bring luxury to the hair extensions category. Building on its direct-to-consumer (DTC) roots, Bellami’s consumer footprint grew substantially when it expanded to a direct-to-stylist (DTS) engagement approach. This move brought products and insights to the key digital platforms where stylists engage with each other and their customers.

Over the years, the brand has become a leading educator for stylists to learn the various methods and techniques associated with extensions, understand maintenance and styling practices, and continue their education in new technique applications.

“We have long admired Bellami for truly redefining the quality, perception, and customer engagement strategy of hair extensions in the growing DTS category,” said Derrick Porter, Chief Executive Officer, Beauty Industry Group in a statement. “The brand has a remarkable runway for growth, and we look forward to working with the team to equip Bellami with the product innovation, data insights and analytics, performance marketing expertise, and supply chain focus that BIG has cultivated through our ongoing brand-building efforts. Our partnership with Bellami represents an important step towards creating a complete hair solutions company that tells the story of how hair products can solve problems for women around the world.”