- TRESemmé unveiled Belmont Cameli, star of Prime Video's Off Campus, as the face of its new "Hot Curl Summer" campaign.
- The campaign promotes the expanded TRESemmé Bouncy Curls Collection, spotlighting the Defining Cream, Defining Mousse, and Air Dry Foam.
- Cameli fronts an anthem video, "Hot Curl Summer, Verified," which premiered the same day.
- This is Cameli's first major beauty partnership, following his June 2026 signing as Reebok's global brand ambassador.
Belmont Cameli is having a big year, and TRESemmé just made it bigger. The haircare brand unveiled the Off Campus star as the face of its “Hot Curl Summer” campaign on July 22, 2026, marking the expansion of its Bouncy Curls Collection.
The 28-year-old, known for playing hockey captain Garrett Graham in Prime Video’s Off Campus, fronts a new anthem video titled “Hot Curl Summer, Verified.” In it, he tries a friend’s three-step routine (the Defining Cream, Defining Mousse, and Air Dry Foam) and transforms his hair from flat and slept-in to fully defined and bouncy.
“I’ve definitely noticed the internet talking about my hair a lot lately,” Cameli said in a statement, adding that he wanted a routine that stayed low-maintenance. Season two of Off Campus is already filming in Vancouver, keeping his profile high as the campaign rolls out.
This marks Cameli’s first major beauty deal, but not his first 2026 brand win. In June, he became Reebok’s global brand ambassador on a multi-season deal tied to the “Born Classic. Worn for Life.” platform.
TRESemmé, meanwhile, has leaned hard into star power this year. Paige DeSorbo has served as the brand’s ambassador since 2025, most recently fronting its “Get Your Hair on the A-List” push.
The approach mirrors what’s happening across beauty right now: Crystal Renée Hayslett just became a co-creator on a new ORS Hair Care collection, and Rosé’s new Levi’s ambassadorship shows how quickly breakout stars are landing multiyear brand deals in 2026.
TRESemmé’s rollout continues through the summer, with more content from Cameli expected across the brand’s social channels.
Takeaways
Belmont Cameli is officially the internet’s current “campus crush,” and brands know it. Landing back-to-back deals with Reebok and TRESemmé in the same summer signals he’s moved from promising newcomer to legitimate marketing asset, the kind of face that can sell sneakers one month and curl cream the next.
For TRESemmé, it’s a savvy bet: pairing a haircare launch with a guy the internet already can’t stop talking about turns product marketing into something that feels more like fan service than advertising.
Does casting a breakout actor over a traditional beauty influencer change how you feel about a haircare brand? Could Cameli’s Reebok and TRESemmé deals position him as a multi-category brand face going forward?
