Brunette hair and grown out roots, trends in times of crisis

If I were to look in the mirror right now, I’d see a makeup-free face marked by fatigue and hair in at least three colors—copper-toned ends, brown roots, and a few white strands that have been with me since my twenties, increasing in number every year. Normal, you might say, for someone who works from home, away from prying eyes. Too bad that, at least when it comes to my multicolored hair, this isn’t a matter of convenience or a statement of power and emancipation from traditional beauty standards that demand perfection. The reason is purely financial. When you’re left with limited savings and must choose between paying the electricity bill or booking a hairdresser appointment, unfortunately, you already know you’ll be walking around with unruly hair. Even in a small town in the Veneto region, the classic combo of styling and coloring can cost up to €100. So, you have few options: extend the time between salon visits as much as possible or attempt DIY hair coloring. The problem arises if, like me, you’re a faux redhead or, even worse, blonde. Achieving the perfect color shade at home becomes a real challenge. A quick browse through TikTok reveals that I’m far from alone in this struggle. The phenomenon has a name: Brunette Recession.

What Is the Brunette Recession?

The term recession hair first emerged in 2009, following the collapse of Lehman Brothers and the stock market crash, when many people had to cut back on regular haircuts and styling to save money. Now, as we navigate another period of economic uncertainty, the phenomenon has resurfaced, this time labeled Brunette Recession. More and more people are opting for darker hair shades, like brown, to cut costs associated with maintaining lighter hues, such as blonde, which require frequent and expensive touch-ups.

A Socioeconomic Shift, Not Just a Beauty Trend

This isn’t a beauty trend designed to satisfy an aesthetic preference. Even though brands and celebrities have embraced it—Prada showcasing artfully tousled models, Margot Robbie and Hailey Bieber confidently sporting dark roots with blonde lengths, or Daisy Edgar-Jones and Kaia Gerber sticking to their signature brunette hues—returning to one’s natural color is often a necessity rather than a choice. Many people, struggling to make ends meet, are forced to cut non-essential expenses, adopting a more natural, lived-in look. A quick browse on TikTok reveals countless videos of women announcing they’ve entered their Brunette or Blonde Recession era (the latter referring to those transitioning back to lighter tones). Some even receive compliments on their "natural" new color, happy that no one suspects the real reason behind the change. Others go to great lengths to deny financial constraints, attributing their darker roots and brown strands to a desire to follow the latest trends or claiming newfound love for a clean aesthetic and healthier hair, which—without bleach and harsh treatments—indeed thrives.

Beauty and Fashion: Economic Indicators Through the Decades

Beauty and fashion have long served as indicators of economic trends. In 1926, American economist George Taylor introduced the Hemline Index, observing that skirt lengths correlate with a nation's economic performance. The better the economy, the shorter the skirts—think of the miniskirts during the booming 1960s. Conversely, economic downturns lead to longer hemlines, as seen after the 1929 Wall Street crash that triggered the Great Depression. A more famous example is the Lipstick Index, coined by Leonard Lauder, then-president of Estée Lauder Cos, during the 2001 recession. He noticed that, despite financial uncertainty, women purchased more cosmetics than ever, particularly lipsticks. In 2020, mid the economic crisis caused by Covid, this index nearly shifted to the Nail or Skin Index due to changes in consumer spending habits. In 2025, the landscape appears different. Instead of a specific product marking financial hardship, a new trend may emerge—one driven by what consumers can no longer afford, such as professional hair treatments.

The Impact of the 2025 Recession on Beauty Trends

What does this economic downturn mean for the beauty industry? Could natural brunettes surpass artificial blondes? Darker shades like chocolate ganache—a deep brown with warm undertones and an ultra-glossy finish—along with teddy bear brunette and hybrid hues like bronde are already gaining popularity. We might also witness a resurgence of Y2K shadow roots, a coloring technique that leaves roots intentionally darker, allowing lighter shades to blend seamlessly as hair grows out. Expect to see a comeback of ombré hair, as well as ponytails, braids, and hair accessories that help reduce the need for frequent salon visits.With tighter budgets, DIY beauty solutions are becoming essential. Home hair dyeing is on the rise—though hopefully, we won’t see too many bangs or split ends ruined by desk drawer scissors! For those intimidated by DIY haircuts, homemade hydrating treatments, body scrubs, and face masks might feel like a safer bet. The TikTok, Instagram, and Pinterest boom has also inspired many to perfect their at-home manicures, possibly explaining why soap nails and other clean, minimalist nail trends are gaining traction. Will 2025 redefine beauty through economic necessity? One thing is certain: the beauty industry always finds a way to adapt.