TRESemmé is bringing the internet’s favorite curls to the front of its summer campaign, tapping actor Belmont Cameli to headline the brand’s “Hot Curl Summer” push and the expansion of its Bouncy Curls Collection. The lightweight lineup is built to hold up through humidity while keeping curls soft and defined, and it’s backed by input from the TRESemmé Curl Collective — a group of curly-haired creators including Valeria Luna, Riley Arrigo, Ashtin Sanchez, Claire Almond and Cheyenne Henriques.
“I’ve definitely noticed the internet talking about my hair a lot lately — I’ve seen all your edits!” Cameli said. “I can tell you when it comes to my hair, the last thing I want is a high-maintenance routine. It’s been fun teaming up with TRESemmé for their Bouncy Curls Collection. It resets your vibe and confidence for the day… especially a hot one.”
Built for 2B-3B Curls
Here’s the thing about wavy curl types: they’ve spent years stuck between two bad options – heavy creams that flatten the bounce right out, or lightweight formulas that don’t hold up once summer humidity hits. TRESemmé built this expansion specifically to close that gap.
“A huge complaint I often hear from my curly-haired clients is that products either leave their hair crunchy or completely weigh it down,” said TRESemmé Lead Stylist Justine Marjan. “The Bouncy Curls Collection completely changes the game. The formulas, with Peptide Blend, the exact balance of hydration and flexible hold you need for weightless, defined bounce, locking in moisture while keeping the hair completely touchable. I can’t wait for everyone to get their hands on these products and officially unlock their own Hot Curl Summers!”
The push behind the expansion, according to TRESemmé North America Head of Marketing Yoni Klein, came straight from the wavy hair community itself.
“This launch was inspired by listening to the unmet needs of the wavy hair community,” Klein shared. “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.”
The Full Lineup
Everything in the collection retails for $7.99 and just hit mass retailers:
Defining Cream
Defining Cream (9 fl oz.) — A lightweight, Peptide Blend formula that locks in moisture and smooths every strand, delivering definition without the heaviness that typically weighs wavy curls down.
Defining Mousse
Defining Mousse (10.5 oz.) — Volumizes and sculpts curls and waves while keeping them soft, flexible and fully protected from frizz, even as humidity climbs.
Air Dry Foam
Air Dry Foam (7.5 fl oz.) — Enhances natural curl pattern, adds volume and smooths frizz with zero heat required, ideal for a quick no-tools styling routine.
Multi-Tasking Hair Mask
Multi-Tasking Hair Mask (8 fl oz.) — Improves manageability while fighting frizz and humidity, leaving curls bouncy and deeply hydrated from root to end.
Cream Jelly
Cream Jelly (8 fl oz.) — Delivers all-day curl definition and shields against frizz without any of the crunch factor that comes with heavier styling gels.
Bi-Phase Oil Mist
Bi-Phase Oil Mist (3.3 fl oz.) — A dual-action, lightweight oil designed to dial up shine without weighing curls down or disrupting definition.
Leave-In Refresher
Leave-In Refresher (6.7 fl oz.) — Refreshes and holds curls between wash days, reviving bounce and softness without a full restyle.
Layering Hairspray
Layering Hairspray (10 fl oz.) — Enhances curl pattern and finishes any look with a flexible, all-day hold that won’t feel stiff or crunchy.
Shampoo & Conditioner
Shampoo & Conditioner (16.5 fl oz. or 28 fl oz.) — Cleanses, defrizzes and visibly repairs curls while providing heat protection straight from the wash.
IRL Curl Club
Beyond the campaign video, TRESemmé is hosting the Bounce Summer Club at Domino Park in Brooklyn from August 7–8th, offering photo ops, swag and a full curl-community celebration for attendees.
Ready to shop the new line? Head to tresemme.com and tag @readthetease on Instagram and TikTok to show us your haul — crush-approved, obviously.
