It's the season's breakout hair color trend.

By Erin Lukas
Jul 15, 2020 @ 4:26 pm
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Just like the rest of us, celebrities have had to go months without a trip to the hair salon. But now that most salons have reopened across the country, Hollywood brunettes are making up for lost time by ditching their existing dark hair for bright blonde.

As far as summer hair trends are concerned, going blonde is about as groundbreaking as wearing oxblood lipstick during the fall, or painting on pastel nail polish during the spring. But, who cares? Definitely not Emily Ratajkowski, Ariel Winter, Amandla Stenberg, Kaia Gerber, Millie Bobbie Brown, and Ashley Benson who have all bleached their hair within the past month. Even Kylie Jenner has joined in on the trend — albeit, a less permanent change with a platinum blonde wig.

For stars like Ratajkowski and Gerber, going platinum for the first time is a high-maintenance change that requires regular upkeep — whether or not salons remain open for business.

Sabrina Yamani Yamga, colorist at SPACE by Alex Brown in Chicago thinks that taking a big risk with your hair color is a reflection of the uncertain time we're living in.

"Going into quarantine was an eye-opening moment in our younger generations to really see the privileges we once saw as our normal everyday lives," she says. "It's allowed us to deeply understand that we only have one life, and we ought to have fun with it while we can. Hair is always a good place to start."

On top of wanting to live a summer of social-distancing to its fullest by trying a new hair color, your hair health is probably at an all-time high, which is the ideal condition for bleaching it.

"We have experienced less sun exposure, decreased heat styling, and you have also forgone color services for months, much longer than your standard two to three month touch up," says Angela Soto, hairstylist and owner of Baja Studio in New York City. "So, your hair has just gone through a major detox. This is the best canvas to start the lightening process on."

Anyone who's up for going platinum should expect to spend four hours at the salon every five to six weeks for root touch ups. "This is not an exaggeration and if you exceed six weeks you are entering disaster zone," warns Soto. "Our body’s natural heat releases from the scalp and this is a big factor in getting those roots the lightest possible. The longer your root is, our body temp can’t travel that far down the hair shaft, so the additional regrowth doesn’t lift or process as well — potentially leaving you with a gold, yellow, or orange line of demarcation."

But if you're down to work a rooted look, Edward Tricomi, co-founder and celebrity stylist of Warren Tricomi Salon says you can stretch your touch ups to every eight weeks, but that doesn't mean you can just neglect it.

"As far as maintenance, you need to baby your hair for a while and condition and take care of it as you go to lighter shades," he explains.

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Given that scheduling color appointments are like playing roulette right now, because certain states like California, Florida, and Texas are experiencing surges in COVID-19 cases, there is no guarantee that your salon will be open by the time you need a touch up.

So, it's best to play it safe by revamping your haircare routine with products that help keep the brassiness and dullness out of cool-toned blondes.

From color-depositing purple shampoo and conditioner to moisturizing masks, find the best products for maintaining dyed-blonde hair below.

The Best Haircare Products for Color-Treated Blonde Hair

Davines Alchemic Shampoo in Silver

A toning shampoo is a must-have product for any first-time bottled blondes. This vegan color-enhancing shampoo refreshes and illuminates icy blonde hair and is formulated without stripping ingredients like surfactants, silicones, and parabens.

To buy: $27; amazon.com.

Davines Alchemic Conditioner in Silver

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No toning shampoo should go without a conditioning counterpart. After washing your hair, work this hydrating, color-depositing conditioner through your hair to help further neutralize yellowness and boost softness and shine.

To buy: $31; amazon.com.

Olaplex Hair Perfector No. 3

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Soto recommends pre-treating your hair at home before a bleaching session. She says to use a bond strengthener like Olaplex (a favorite among celebrities) because it minimizes breakage by repairing the hair strand from within. "The stronger and more moisturized your hair is before bleaching, the better your results will be and your texture will be less compromised," she says.

To buy: $56; nordstrom.com.

Kérastase Blond Absolu Anti-Brass Purple Mask

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On top of strengthening hair that's weak from the coloring process, this purple hair mask neutralizes cool-toned blonde shades. Use it bi-weekly in lieu of a color-depositing shampoo and conditioner.

To buy: $62; sephora.com.

Amika Mixtape Hair Color Drops

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Don't feel like buying an entire set of products for your new hair color? Add these pigmented drops to your favorite moisturizing shampoo, conditioner, or hair mask. The purple pigment revives dull blonde hair by canceling out brassiness.

To buy: $25; sephora.com.

Briogeo Be Gentle, Be Kind Avocado + Kiwi Mega Moisture Superfoods Hair Mask

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With nourishing kiwi, avocado, and spinach, regularly treating blonde hair with hydrating mask (like this one from Briogeo) helps keep it from getting dry and brittle. As Soto points out, you can mask leading up to your bleach session, too. The extra hydration will have hair in a healthy state before the damaging coloring process begins.

To buy: $36; sephora.com.