Apparently we're all going 'recession brunette' now.

Yep, first we had "expensive beige" and now we have "recession brunette". And if that's not a sign of the times, we don't know what is.

Because in case you missed it, brown hair is having a moment - and it makes an awful lot of sense, really.

Watch: 5 ways to lift your hair game. Post continues below.

Video via Mamamia

If you're someone that's currently blonde or has been blonde before, you'll know just how much of a commitment it is. 

Like, it's a lot.

Being blonde is expensive. Really, really, ridiculously expensive. It's also extremely time-consuming - on average you're supposed to get your hair touched up around every six weeks or so.

But it's the expensive part of being blonde that's pushing a growing number of women to opt out of maintaining their blondeness in favour of being a brunette.

Enter: 'Recession brunette'.

What is 'recession brunette'?

Coming out of the US, the term 'recession brunette' refers to the shift towards natural brown hair. And according to hairstylists, we're already seeing it on Australian shores.  


But while hair trends come and go (and come around again), this one is less to do with personal taste and celebrity influence, and more to do with financial necessity.  

Because in case you've had your AirPods in or something, the cost-of-living right now is... NOT GREAT, YOU GUYS.

A lot of people don't have a spare $400 dollars to throw around when three bananas and a loaf of bread costs, like, $50.

But shifting hair trends as a reflection of the economy isn't exactly anything new.

For example, during the Great Recession in 2008 to 2010, you'll notice flexible styles like ombre came into fashion - with dark roots and lighter ends allowing for grown-out colours.

Listen to Mia, Holly and Jessie discuss 'recession brunette'. Post continues below.

Of course, 'recession brunette' has an added bonus: of all hair colours, it would have to be the easiest to maintain.

While blonde hair requires root touch-ups and fancy toners, and red/copper hair is equally as difficult on the upkeep front, brown hair takes the least amount of effort.

So, embracing your brunette hair not only works out a lot better for your wallet but also doesn't involve hours in a salon chair.

And if you have grey or greying hair, there are options to touch up the roots at home with the many accessible products on the market. 

So... is brown hair trending?

While it's not necessarily a 'trend', celebrities are definitely motivating us to jump ship from blonde to brunette.


In fact, it looks like 2023 is shaping up to be the year of brown hair - so 'recession brunette' couldn't have come at a better time, really.

Case in point: Hailey Bieber. After being blonde hair for years, the model and beauty mogul has officially returned to her brunette roots. 

She also recently had a big chop, so that's even less hair to manage. And we're all here for a low-maintenance, cost-effective look.


There's also Nicola Peltz Beckham, who has gone from a platinum blonde shade back to her roots, recently showing off her natural texture on Instagram.

Then there's Lily James and Ana de Armas, who both moved on from blonde after recent movie roles (James in Pam and Tommy and de Armas in Blonde).


And let's not forget Jessica Alba, who - for the first time in years - has moved from her signature honey blonde highlights to a dark brunette hue.


In Australia, hairdressers have noticed the shift, too.

"It’s no secret that maintaining blonde hair can be an expensive and time-consuming exercise. With the cost of living constantly on the rise, a lot of clients are opting for low maintenance, future-proof colours," said Jaye Edwards, EdwardsAndCo Owner, Founder and Colourist. 


"We have seen a big increase in requests for natural but beautiful hair, with clients after something that will stand the test of time, increasing the longevity of each colour service."

Any tips for going back to your natural colour?

When it comes to ditching the colour and living your best, 'recession brunette' life, there are a few things you can do to make the transition as smooth as possible.

Firstly, Edwards suggests opting for products that will help nourish and promote the health of your hair.


"I recommend investing in a pigmented treatment mask, such as the Christophe Robin Copper Shades Variation Mask," he shares.

"I also suggest booking in for regular glosses, these are quick 15-minute in-salon treatments that help make your colour pop again without booking a full-colour service." 

So, there you have it!

Feature image: Getty.

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