Jayda Cheaves Goes Larger Than Life For New FEMMÈ COLLAB With Cliff Vmir —Out Now!

Jayda Cheaves & Cliff Vmir Team Up for Bold New FEMMÈ Silkening Mist Collaboration

Two Atlanta entrepreneurs are joining forces to make some serious beauty noise.

Beauty mogul and celebrity hairstylist Cliff Vmir is teaming up with digital powerhouse and entrepreneur Jayda Cheaves for the highly anticipated Jayda Cheaves x FEMMÈ collaboration, officially launching Tuesday, September 8.

At the heart of the collaboration is FEMMÈ’s breakout Silkening Mist, a lightweight finishing spray that has become one of the brand’s signature products. Priced at $31.99, the Silkening Mist is available through FEMHairCare.com⁠ and more than 250 beauty supply stores nationwide.

To introduce the partnership, FEMMÈ is rolling out a visually ambitious campaign starring Cheaves under the creative direction of Roland Banks.

Instead of taking the traditional beauty-ad approach, the campaign places Jayda inside a surreal, hyper-stylized world where she appears larger than life.

The visuals transport Cheaves across miniature city streets, vintage cars, highways, desert landscapes and striking architectural environments. The creative concept constantly plays with scale, turning Jayda into an almost cinematic beauty icon towering over the worlds surrounding her.

One scene places her commanding a roadway filled with miniature vehicles, while another drops her into an expansive desert setting. Oversized fashion elements and unexpected changes in scenery give the campaign an editorial, dreamlike feel.

Even FEMMÈ’s branding becomes part of the fantasy, with transportation, architecture and the Silkening Mist integrated into the visual narrative.

As the campaign unfolds, the product becomes more than a finishing spray—it becomes a statement piece representing the confidence that comes with great hair.

The collaboration represents a natural meeting between two Atlanta-based entrepreneurs who have successfully transformed their personal brands and digital influence into businesses.

For Vmir, the partnership marks another step in FEMMÈ’s evolution from a hairstylist-founded product line into a growing beauty and lifestyle company with e-commerce, wholesale, retail and salon operations.

“Jayda embodies the woman FEMMÈ speaks to; she’s confident, feminine, ambitious and unapologetic about showing up as her best self,” Vmir said. “The Silkening Mist has become one of those products our customers keep coming back to, so I wanted this campaign to make the product feel as big as the response has been.”

Cheaves brings her signature polished aesthetic and massive digital influence to the collaboration, championing the Silkening Mist as the campaign’s hero product.

Known for building businesses across fashion, beauty and lifestyle, Cheaves has established herself as more than a social media personality—she’s become a major force in the entrepreneurial space.

Cliff Vmir initially made his name as a celebrity hairstylist working with some of entertainment’s biggest stars before expanding into entrepreneurship through FEMMÈ.

Now, the Jayda x FEMMÈ collaboration signals an even bigger vision for the company—one where haircare, fashion, celebrity, entertainment and culture intersect.

And with Jayda literally towering over miniature worlds throughout the campaign, the message couldn’t be clearer:

FEMMÈ isn’t playing small. 💎🔥

The Jayda Cheaves x FEMMÈ collaboration launches September 8.