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 awk

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