Beauty Industry veteran Nathalie De Gouveia has just been named President at BELLAMI. The global hair extension company set the standard for premium extensions through transparent sourcing, advanced product development, and the largest global community of extension stylists — selling one pack of extensions every minute, every day. De Gouveia will lead BELLAMI’s global business strategy, guiding the company through its next phase of innovation and expansion.
De Gouveia brings over 25 years of global beauty leadership experience across North America, Latin America, and Europe, with a track record of scaling businesses in both mature and emerging markets. Most recently, she served as President of U.S. operations at Wella Company, where she led strategy, operations and growth initiatives across the company’s professional hair portfolio, advancing an omnichannel approach spanning the professional channel, premium retail, and digital. She was previously President of Wella Company in Brazil, where she developed a multi-faceted business model across professional color and prestige care, driving growth with stylists and consumers while expanding e-commerce and prestige retail. She also led the company’s transition from Coty to the independent Wella Company. Earlier in her career, De Gouveia held senior leadership roles with global beauty and retail brands, including President of The Body Shop Brazil, General Manager roles at L’Oréal in Brazil and Iberia, and leadership positions with Uno de 50 and Groupe ETAM in Spain, Portugal and France.
“Nathalie is an exceptional leader who combines global beauty expertise with a deep understanding of the professional stylist community,” said Robert Schaeffler, CEO, Beauty Industry Group, BELLAMI’s parent company. “As BELLAMI continues to scale in the U.S. and globally, her leadership will play a critical role in strengthening our relationships with stylists and accelerating the next chapter of growth for the brand.”
In her role as President, De Gouveia will focus on advancing BELLAMI’s leadership in the hair extension category, building on its cult following with consumers, stylists and celebrities alike. She will work closely across product development, sales, marketing and education teams to deepen the company’s connection with stylists worldwide. De Gouveia will be based in the company’s Los Angeles headquarters.
“BELLAMI has built an incredible brand with a passionate community of stylists and creators around the world,” said De Gouveia. “I’m honored to join the company at such an exciting moment in its growth. I look forward to working alongside the team and our professional partners to continue delivering innovation, education, and exceptional products that empower stylists and their clients,” she added.
Keep reading for our Q&A with De Gouveia.
The Tease: What excites you about the hair extension category?
Nathalie De Gouveia: The extension category is no longer niche – it’s the right combination of beauty, self-expression, and confidence, and we still see significant room for growth both locally and globally. What’s especially exciting is how transformative it is for both clients and stylists. Clients get instant results, whether it’s length, volume, or a completely new look. For stylists and salon owners, it’s not only a creative outlet, but a meaningful revenue driver – expanding service offerings and recurring income through installation and maintenance. As the category continues to grow, it’s becoming an essential and opportunity-rich part of the modern hair industry.
How do extensions fit within the overall hair industry?
De Gouveia: Extensions have become a core part of the modern hair conversation and are no longer seen as an unattainable or occasional service. For brands, they sit at the intersection of haircare, styling, and transformation. As the conversation around hair health continues to grow, extensions are also becoming a valuable tool for clients navigating their hair journey — addressing concerns such as hair loss, thinning, density, length, and more. In that sense, extensions can play a meaningful role in restoring confidence while supporting overall hair goals. Once considered a ‘best-kept secret,’ they are now part of a far more open and informed conversation around hair.
What learnings can you bring from your deep professional experience and leverage at BELLAMI?
De Gouveia: At the pro level, it’s absolutely essential to not only cultivate meaningful, long-term relationships with stylists, but also to support them and their work. Stylists are not just end users; they’re educators, entrepreneurs, and trusted advisors to their clients. When brands invest in education, support, and community for professionals, it creates a powerful ripple effect that drives both loyalty and long-term growth. BELLAMI understands how critical this is, and I’m excited to build upon these relationships alongside an iconic brand.
How is the relationship between brands and stylists evolving?
De Gouveia: The relationship has become far more collaborative. Today’s stylists are not just behind the chair — they’re business owners, educators, and key partners in shaping brand success. The most successful brands prioritize partnerships where the stylists use their voice to amplify the brand’s message, and who are equally invested in growing together. It’s less about a top-down approach and more about building a shared ecosystem where everyone benefits.
To learn more about BELLAMI, shop extensions or to locate a BELLAMI Beauty Bar, please visit bellamihair.com.
