Last year it was all about the silver and rainbow hair trends, but brunette is making a comeback. Gone are the days when blondes had more fun – now women are making like Kim Kardashian and reaching for the darker dyes.
As well as darker tresses, people are also chasing bigger hair now – with Amazon.co.uk reporting big rises in the sales of brunette hair dyes and round brushes, used to achieve bouncy curls.
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Victoria Beckham's brunette tresses are inspiring the nation
Sebastien Oebel, beauty store manager at Amazon.co.uk claims darker haired celebrities have influenced the increases, with people wanting a more natural look this year.
He said: "Last year we saw a trend for women and men dying their hair grey, resulting in an 80 per cent year-on-year uplift in sales of grey hair dye.
"This year we're going back to our roots and emulating the darker shades of well-known celebrities, such as Victoria Beckham, Emily Blunt, Jamie Dornan and Kit Harington."
Kylie Jenner's wig collection is also having an impact
If going for a brighter colour, people are now more inclined to choose a wig thanks to Kylie Jenner changing her locks almost every time she steps out.
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Amazon reports a 90 per cent growth in the sale of wigs compared to last year, which makes sense in order to achieve a quick, dramatic makeover without making any permanent changes.
And who spends the most on haircare products? According to statistics, Southampton and Bristol buy more products than anywhere else in the UK – but DIY changes are becoming increasingly popular up and down the country, with hair products seeing a huge 430 per cent growth in sales year-on-year.