TreSemmé Taps Influencer Belmont Cameli for Hot Curl Summer Campaign

With 2026’s “big hair energy,” Hot Girl Summer has officially elevated to Hot Curl Summer.

In a new namesake campaign, 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 curly-haired consumers with the “high-performance wavy curl” routine needed to keep hair effortlessly bouncy through the summer heat and beyond.

With help from hero products like the TreSemmé Bouncy Curls Defining Cream and Defining Mousse, Cameli is showing how to get salon-quality, lightweight definition and reduce frizz without spending half their day and paycheck, says the brand.

Resetting the Vibe

Premiering today, the anthem video, “Hot Curl Summer, Verified,” brings Belmont’s 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 rush to get ready.

“I’ve definitely noticed the internet talking about my hair a lot lately — I’ve seen all your edits!” said Belmont, jokingly. “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.”

The Bouncy Curls Collection

The full TreSemmé Bouncy Curls Collection is available at mass retailers. The lineup includes:

Defining Cream: A lightweight formula with Peptide Blend that locks in moisture and smooths each strand.

Defining Mousse: Volumizes and sculpts curls and waves while keeping them soft, flexible and protected from frizz.

Air Dry Foam: Enhances curls, adds volume and smooths frizz — no heat required.

Multi-Tasking Hair Mask: Improves manageability while fighting frizz and humidity for bouncy, hydrated hair.

Cream Jelly: Delivers all-day curl definition and shields against frizz with no added crunch.

Bi-Phase Oil Mist: A dual-action lightweight oil designed to dial-up shine.

Leave-In Refresher: Refreshes and holds curls between washes for soft, touchable hair.

Layering Hairspray: Enhances curls and finishes any look with a flexible, all-day hold.

Shampoo & Conditioner: Designed to cleanse, defrizz, and visibly repair curls while providing heat protection straight from the shower.

Bounce Summer Club

To bring the “Hot Curl Summer” energy to life IRL, TreSemmé is hosting the Bounce Summer Club at Domino Park in Brooklyn from Aug. 7-8. The immersive activation is built for the community of curl-lovers who want to spend their summer celebrating and showing off their bouncy waves.