Like most beauty trends, the sisterhood of the travelling blonde hair colour peaks with the Kardashian-Jenner clan; natch. Between Kourtney, Kim, Khloé, Kendall and Kylie alone, the family have dabbled in every caramel, honey, platinum, champagne (I could go on) tone. However, today, things are a little different (read: Y2K), for KoKo is mixing it up.
Overnight, the mum-of-two took to Instagram Stories with multiple selfie videos to debut her fashion brand, Good American's recent launch. And while we're thrilled about her latest business venture, what we cannot look past (quite literally) is her hair.
As shown in the screenshots below, throughout her cascading mermaid locks, there are a number of different blonde tones. Though, what stands out the most in contrast against the warm base of her lengths are those peroxide white blonde streaks.
As TikTok has made known with its viral 'Scandi hairline' trend, having such pops of blonde makes for the hairstyle of summer 2023.
It's giving caramel latté but before you stir and blend the milk with coffee. Niché, I know.
Now, as much as we're so here for this tonal variation – that is very reminiscent of the early 00s streaky highlights trend, may I add – we must acknowledge that Khloé does, in fact, have a filter on her video. Factoring in this colour play, we may not have much of a transformation as we first thought.
Everyone's clicking on...
Though, that doesn't take away from how fashion-forward this look is. On-trend? Me thinks ahead of it!
You best believe we'll be keeping our eyes peeled for any more Khloé hair revelations... watch this space.
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Lia Mappoura (she/her) is the Beauty Writer at Cosmopolitan UK, with over four years of experience reporting across the brand's print, social, video and digital platforms. Lia covers everything from emerging trend analysis to viral celebrity hair and makeup moments, making her an expert at spotting the season’s next big beauty look (before it takes over social media feeds).
In 2025, she was named The Rising Media Star at the Love Perfume Awards with The Perfume Shop, recognised for her outstanding digital fragrance content and for building genuine authority within the space. She is passionate about challenging outdated beauty stereotypes, championing inclusive representation in beauty, and educating readers on the trends, products and conversations shaping the industry today. Follow her on Instagram or find her on LinkedIn.
