Well, I remember the first wave vividly. Peak Tumblr era, with not a care in the world, individualism at the heart of the moment – what crazy colour or shade should we try next? The more vibrant the better! Now, the era of bold hair dye is back with a new wave and a 2026 energy. The reimagined trend was cleverly forecast by Bleach London founder Alex Brownsell with her Pinterest Predicts collaboration on Cool Blue hair. Though it looks the same, she’s sure this trend has a new edge and less innocence than a decade ago.
‘Although there is a lot of 2016 nostalgia around, I think the bold colour at the moment is less about cute curation and more about pushing back against sameness and cultural conservatism,’ she says.
Why now? Well, frankly, why not? Bored of the prim and proper, we are hankering for an edge to the cut-and-paste hair colour trends we’ve seen over the past few years.
‘People are tired of “perfect” beauty standards and the clean-girl/minimal/norm-core look,’ Brownsell continues. ‘I’ve noticed people craving a messier, expressive, creative style that actually feels alive.’ And the best thing about this revival is that colour innovation has come so far in the past decade. While before it was a commitment with permanent colour change, or a waxy hair chalk that would crumble away before the end of your first festival pint, nowadays there are many ways to embrace the vibe.
Will bright hair work for you?
There is a vibrant hue for every ’do. If you want to experiment, think about the colours that you are naturally drawn to in your life. Do you prefer pinks, oranges and reds as a statement, or are blues, teals and greens more your thing? This will give you guidance on the colour family that will work with your life.
‘Think about your own aesthetic and energy,’ says Brownsell. ‘A true bold shade should feel like an extension of your style, not a costume. Something that makes you feel more like yourself.’
How to maintain bright hair
Vibrant colours are always going to be harder to look after than natural, classic hair shades because they have a higher likelihood of fading. And, of course, the more hair dyed, the more hair you have to maintain.
But we don’t all have to commit to blue hair in the same way North West does – you can try colour placements in face-framing layers, fringes and techniques such as balayage to work your colour.
And you can opt for permanent, semi-permanent or wash-in/wash-out colour to really suit your commitment level. Also, thanks to improvements in tech, you can get bolder shades at home without having to bleach your hair for a lighter base first.
‘The technology’s massively improved since 2016,’ says Brownsell. ‘You only need to look at our No Bleach London permanent kits, which can take blonde or even dark brunette hair to a bright pink, red or cherry, without the need for any bleach.’
If you’re unsure of what to go for, then book in for a consultation with a colourist. They’ll be able to let you know what’ll work best for your hair condition and the level of maintenance your lifestyle can handle.
Keeks Reid is the Beauty Director at Cosmopolitan UK. While she loves all things beauty, Keeks is a hair fanatic through and through. She started her career in beauty journalism in 2013 as editorial assistant at Blackhair and Hair magazines working her way to Acting Editor of Blackhair magazine at 23 years old. She spent much of her career working in trade hairdressing media at Hairdressers Journal, Salon International and the British Hairdressing Awards. Which is why she is a regular contributor to Cosmo's Curl Up franchise. Now, alongside her Cosmo work, she presents, creates content on social media and works with a range of beauty companies; from magazines and websites to beauty brands and salons.
