TreSemme Debuts Bouncy Curls Collection with Belmont Cameli

TreSemmé has cast actor Belmont Cameli to star in its new “Hot Curl Summer” social campaign celebrating the expansion of the TreSemmé Bouncy Curls Collection.

He’s teaming up with the brand to arm everyone with the high-performance wavy curl routine needed to keep hair effortlessly bouncy through the summer heat and beyond.

In the campaign, Cameli officially verifies that the Bouncy Curls Collection is the real deal, transitioning from flat, slept-in hair to perfectly defined bounce. 

The collection includes a three-step routine — define with the Defining Cream, lift with the Defining Mousse, and hold with the Air Dry Foam.

Yoni Klein, Head of Marketing, TreSemmé North America at Unilever, said:

“This launch was inspired by listening to the unmet needs of the wavy hair community. Our Bouncy Curls Collection is already beloved by our consumers, but we knew that those with 2B-3B curls were still struggling to find products that weren’t too heavy for their texture. By introducing these lightweight options, we’re giving them new ways to style, define, and hold their curls with ease and providing them with the salon-quality care they deserve.”

Premiering on July 22, the anthem video, “Hot Curl Summer, Verified,” brings Belmont’s effortless charm and signature wavy curls to the feed with a highly relatable role: the guy who swears he doesn’t need to borrow your styling routine… until he’s in a major rush to get ready.

As the ultimate curly-haired leading man, Cameli is bridging the gap between that online obsession and your demand for an easy styling routine that stays flawless in humidity. 

With help from hero products like the TreSemmé Bouncy Curls Defining Cream and Defining Mousse, he’s showing you how to get salon-quality, lightweight definition and reduce frizz without costing half your paycheck or your entire summer morning. 

As part of the campaign, TreSemmé will be calling on followers to share their own tips for kicking off “Hot Curl Summer,” turning your FYP into the ultimate curly hair hype squad. 

Fans will also be able to scroll through exclusive, step-by-step secrets from TreSemmé Lead Stylist, Justine Marjan, as she drops her expert hacks for layering the new products all summer long.