Photo: Courtesy of Bellami

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Jen Atkin, the celebrity stylist and Ouai founder, has built a career on making hair care feel democratic, from destigmatizing extensions by showing viewers behind the scenes of how the Kardashians actually get their full heads of hair to creating products like the Ouai dandruff shampoo, which makes caring for hair conditions feel like self-care. This month, she was named the global ambassador for Bellami, the premium extensions brand she calls “the crème de la crème.”

For Atkin, the partnership is about shifting perception. “It’s 2025,” she says. Extensions, she says, used to be “a secret,” but now they’re just another accessory in your beauty toolkit.

She’s also thinking about the next generation — as a mom of two kids, she’s torn between letting her kids experiment and missing the awkward phases she grew up with. “I’m annoyed the tweens don’t go through awkward stages anymore,” she says. “But I want my daughter to have the confidence to try things. She has the rest of her life for makeup and heels — enjoy now.”

Looking ahead, she sees technology reshaping that vision of care and ease. “AI will change everything,” she says. “From scalp mapping and data-driven formulas to faster product development — it’s all about personalization.”

Photo: Courtesy of Bellami

Extensions used to be hush-hush. How did we get from “don’t tell” to “it’s just part of my routine”?
A whole generation grew up on filters and Photoshop, and the response has been, “Show the process.” We share nails, lashes, injectables — why not hair? Extensions aren’t a scandal; they’re an accessory. I’ve done extensions for years — red carpets and real life. And working in the Middle East early on was a master class in premium hair and extreme length. The more we stop gatekeeping, the better everyone feels showing up as their best.

What’s your extension-styling “ick” — what should people stop doing? Bad blending. If the texture or tone doesn’t melt into your hair, it announces itself. Extensions should disappear into your hair — not introduce themselves before you do.

Was there ever a hair moment that changed how you think about style? I grew up in the ’80s, when it was all about big hair — and I already had big hair — but the ’90s really shaped how I saw style. You had those fun short cuts, boy cuts, and then that long, glossy, Versace-ad length. I still collect ’90s magazines just to study the hair — Claudia Schiffer, the supermodels.

But if I had to pick one moment? Rihanna’s red-bob era. That was everything.

Where do you think hair is headed next — whether that’s a new trend, mindset, or the way we actually care for it?
I was just in Paris, sitting in cafés where every girl had that long, one-length, believable hair — glossy, effortless, almost ’70s-coded shine. It’s not about the extra-extra Barbie length anymore; it’s about movement, texture, and wearability.

What haircut or color trends are you expecting to see this winter and into 2026?
There’s a real shift away from over-styled looks toward natural texture, healthy shine, and shapes that move. Think soft, grown-out layers, curtain fringe, and blunt bobs that you can air-dry or style in five minutes.

For color, warmth is making a comeback: buttery blondes, honey brunettes, and glossy espresso tones. It’s less about transformation and more about keeping hair healthy and just a little undone.