During last year’s lockdown, the world saw an explosion of hair experimentation – from DIY mullets to buzzcuts, and choppy shags. Although, most notably were full-on bleach blonde makeovers (see Billie Eilish for proof).

Now, however, TikTok users are suggesting that blonde is officially ‘out’ for fall as a number of users attempt to achieve the viral “expensive brunette” look.

Simply put, the trend – which has gained 661,000 views under the #expensivebrunette tag – features a wave of women posting their hair transformations from dying their hair brown after months (or years) of bleaching. Taking the trend further, some users have suggested that being blonde is “cheugy” and “unfashionable” this season – referencing a number of classically blonde celebrities who have dyed their locks darker for fall, such as Gigi Hadid and Hailey Bieber.

Speaking on Hailey’s hair change in a TikTok, London-based celebrity hair stylist Tom Smith stated: “I think what we’re seeing is not her altering her natural hair, it’s just her honouring her natural colour as so many people have during the pandemic and during repeated lockdowns.”

“What we’re actually seeing is her going back to her roots,” he added, explaining that using less bleach could lead to healthier, less expensive, and easier to maintain hairstyles.

Although, while some users have claimed that the brunette trend happens almost every fall, others have connected “expensive brunette” to a more inclusive beauty world. “The trend away from blonde may also be a trend towards more diverse beauty ideals,” stated trend forecasting account The Digital Fairy, while referencing photos of Beabadoobee and Megan Thee Stallion.

See more of the “expensive brunette” trend below.