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LOS ANGELES - As financial concerns linger in 2025, many women are opting for lower-maintenance hair color, allowing their natural shades to grow out rather than keeping up with costly salon visits.
Dubbed "recession brunette"—or "recession blonde" for those going darker—the trend reflects both economic necessity and a shift toward more effortless, lived-in beauty.
What is ‘recession brunette’?
The backstory:
The term has gained traction on social media, with TikTok users measuring their grown-out roots and jokingly using their hair as a personal indicator of the economy. One TikToker posted, "How’s the economy?" before showing off inches of dark roots. "Well, it hasn’t been good for a while," she quipped in a viral video.
This trend is part of a broader movement toward natural, blended tones that require less upkeep. According to GlossGenius, a salon software company, "lived-in color," including subtle highlights and balayage techniques, was the most popular hair color choice among stylists last year.
Why are people ditching expensive color treatments?
Hair stylists say many clients are making strategic choices to cut down on expenses, opting for techniques like balayage or glossing treatments that grow out more naturally and extend the time between appointments.
(File: LeslieLauren / iStock / Getty Images Plus)
"There’s been a big shift towards growing out greys or transitioning to more naturalized colors that require less maintenance," said Reece Wentworth, a salon manager and stylist at Blue Tit London, in an interview with The Mirror.
How celebrities are influencing the trend
Even those who can afford frequent salon visits have embraced this lower-maintenance aesthetic. Celebrities such as Ariana Grande and Taylor Swift have shifted to darker, more natural tones, fueling the popularity of the "recession brunette" and "old money blonde" looks.
"It feels really expensive to have this kind of natural, cool-girl blond," stylist Emaly Baum told the Wall Street Journal, explaining how blended, softer shades have taken over high-maintenance platinum styles.
What’s next for hair color trends?
With inflation continuing to impact daily expenses, experts predict that low-maintenance beauty trends will continue gaining popularity.
Many stylists recommend practical alternatives to frequent salon visits, such as at-home toning treatments or using color-depositing conditioners to enhance natural hues between appointments.
The trend also aligns with a growing embrace of "quiet luxury" in fashion and beauty—favoring subtle, well-maintained looks over more obvious, high-maintenance styles.
While "recession brunette" may have started as a response to financial pressures, it has become a full-fledged style choice for many embracing the ease and elegance of their natural hair color.
The Source: This article is based on reporting from The Wall Street Journal, The Mirror, and other industry insights on evolving beauty trends. It includes expert commentary from hair stylists and analysts on the growing shift toward natural, low-maintenance hair colors amid rising costs.