Just like there’s appeal in lightening hair in summer months, embracing the dark side in winter is a common theme many are familiar with. This year, the draw of brunette color feels especially strong.
John Frieda’s A-list colorist Nicola Clarke said, “I find that people are steering away from the Californian, tousled, beachy hair,” and it they’re not committing to a full “lightbulb blonde”, they’re going brunette. Rich, gooey, chocolatey brunette. Meanwhile, those who are already dark “are returning to more of a real brunette,” she explained. “Not a solid color, but tones that are much darker as opposed to lightened.”
Clarke and fellow colorist Zoe Irwin have termed the look “liquid brunette”, which is now a professional color service available at John Frieda salons. “This is the 70 per cent dark chocolate bar of hair – it’s that color,” Irwin says of its richness. The liquid part? It’s all about a high-gloss quality that’s “so shiny it almost looks wet”.
Poster girls for the look include Hailey Bieber, supermodels Irina Shayk and Karlie Kloss, and actresses Priyanka Chopra and Zendaya. Of course, with many trends occurring right now, it speaks to the return of the big 90s movement. Winona Ryder from that decade is a huge reference for the hair color.
“This hair has the ability to make blue and green eyes really pop,” Irwin adds.
Frankly, we love a good dark look. Out with the blonde, in with the brunette.
