In the early 2000s, platinum blonde locks were the height of glamour, seen on everyone from celebrities to everyday high schoolers. It wasn’t just a hairstyle—it was a symbol of being the IT girl.
Rachel McAdams wore a wig for the filming of Mean Girls (2004) to protect her real hair. The wig, rumored to cost $10,000, was necessary to achieve the blonde look, which was essential for the role.
However, as the economy began to take a downturn, along with rising treatment costs, many people started opting for less frequent salon visits. The once carefully manicured blonde hair gave way to a more natural, rooted look.
What started as an unintentional side effect of costly treatments quickly became a trend.
“I remember the rooted look being so in!” says Kara Manton, who has been dyeing her hair since the 2000s.
The look, characterized by dark roots that gradually faded into lighter ends, became a hallmark of the time—a reflection of both economic conditions and shifting beauty standards.
Celebrities and influencers embraced the style, and before long, people weren’t just skipping touch-ups due to cost; they were choosing to replicate the look on purpose.
Fast forward to today, and we’re seeing another shift as the “recession brunette” trend gains popularity. Many are embracing darker, low-maintenance shades for affordability and sustainability.
While some are being influenced by TikTok trends pushing an “old-money” blonde look, others are simply opting for the rooted style once again.
Beauty trends, like anything, are cyclical.
Hairstylists have noticed the change as well.
“Before COVID, we had a steadier flow of color clients. Now, ladies wait a little longer between color appointments,” says Jamie Thomas, a local hairstylist with years of experience.
“Men used to come in more frequently, sometimes every other week, but now it’s more common for them to wait a month between appointments,” she continued.
Thomas also notes an uptick in the use of box hair color, a more affordable alternative to salon treatments, although riskier and potentially damaging. This shift reflects the tightening of budgets in many households.
Still, she remains optimistic, expressing deep appreciation for her loyal clients. “I get attached to my clients; they are more than just hair to me,” she adds, highlighting the personal connections that can form through such services.
Maggie Ensell, a junior CDM major at Neumann, says her hairstylist best friend has noticed similar trends.
Ensell is also opting for a “slightly longer hairstyle than normal” to spread out appointment times.
As the economic climate continues to evolve, it’s clear that beauty and fashion will continue to mirror the trends and challenges of the times, offering a subtle yet telling reflection of society’s priorities.
