'Expensive brunette' is the must-have hair trend this winter

Move over 'Bronde'—there’s a new trend in town

Hailey Bieber attends The 2021 Met Gala Celebrating In America: A Lexicon Of Fashion at Metropolitan Museum of Art on September 13, 2021 in New York City.
(Image credit: Getty Images / Kevin Mazur / MG21 / Contributor)

Hair trends really do come and go faster than fashion these days. We’ve seen so many celebs jumping on the blonde bandwagon, including Kristen Stewart and Billie Eilish who went platinum blonde—but now a new trend is emerging called ‘Expensive Brunette’ and it’s seriously perfect for winter.

The name was likely coined because we’re seeing the trend emerge on true A-listers and the internet’s IT girls and refers to how ‘expensive’ and chic the color looks. 

The roots of this trend (pun intended) are being attributed to Hailey Bieber who recently went back to brunette, ditching her iconic blonde look. 

A post shared by Hailey Rhode Baldwin Bieber (@haileybieber) (opens in new tab)

A photo posted by on

As TikTok hair guru and celebrity hairstylist Tom Smith says, the color is really her going back to her natural look, but with the hint of face-framing, caramel highlights toward the bottom—it makes the hair look more interesting and, you guessed it, expensive. 

Expensive brunette is the short of brown shade that natural brunettes will likely already have—but one you could not get from an at-home box dye because it’s all about rich, multi-tones, and dimension.

@tomsmithhd (opens in new tab)

#haileybieber #expensivebrunette #brunettehair #naturalhair #hairtrends #hairstyle #hairfashion #hairtok #hairdresserreacts #confessionsofahairstylist

♬ original sound - Tom Smith (opens in new tab)

Replying to one TikTok user, Tom said to achieve the look you need: “Subtle high and lowlights that don’t go all the way to the roots.”

Sarah McKenna, Founder of Vixen & Blush (opens in new tab) says: “The best way to achieve this look is to agree with your stylist what the lightest and darkest shades you want to have in your hair are and use the different tones to enhance your hair color. 

"We have seen a rise in multi-dimensional brunette tones in the salon this autumn and we love to enhance our client’s natural color with extensions."

Despite seeing a lot of celebs going platinum blonde in recent months, we’ve also seen the reverse happen—where stars known for their light hair are going dark. Including Gigi Hadid and Florence Pugh.

A post shared by Gigi Hadid (@gigihadid) (opens in new tab)

A photo posted by on

In fact, this change is leading many to start speculating that blonde, highlighted or bleached hair—for the first time in maybe forever—is actually going out of style. 

Now for natural brunettes (hey there!), this is probably the best news we’ve heard all year. Keeping your blonde up if you’re not in fact naturally blonde is no walk in the park. It’s time-consuming, expensive, and damaging to your hair. Plus you only have about a month of no roots—but brunette is way more carefree and low-maintenance so you spend less time wondering how to repair damaged hair.

It may be time to either try out brunette or go back to your natural brown shade—if it's good enough for Gigi and Hailey, who are we to disagree?

Naomi Jamieson
Lifestyle News Writer

Naomi is a Lifestyle News Writer with the Women's Lifestyle team and has recently earned her Gold Standard diploma in Journalism with the NCTJ. She has a background in design, having studied Illustration at Plymouth University but has taken a leap into the world of journalism after always having a passion for writing. She currently writes pieces on beauty, trends, fashion, and entertainment for GoodTo and My Imperfect Life. She also tests and reviews beauty and skincare products and tries out the latest TikTok hacks for My Imperfect Life.


Before working for Future Publishing’s Lifestyle News team, she worked in the Ad production team. Here she wrote and designed adverts on all sorts of things, which then went into print magazines across all genres. Now, when she isn’t writing articles on celebs, fashion trends, or the newest shows on Netflix, you can find her drinking copious cups of coffee, drawing and probably online shopping.