Brown hair is having a moment. “I think it’s a very brunette-heavy year,” says Harry Josh, the man Gisele has trusted with her hair colour for over a decade, citing the current popularity of celebs like Kendall Jenner (who Josh says has “virgin hair”) and her fam. The main struggle with the shade? Dullness. “Brown hair doesn’t have that sparkle,” explains the international creative consultant for John Frieda. “If it’s just flat chocolate tones, it’s missing it. Richness in a brunette encompasses gold and red undertones.”

Enter the new Brilliant Brunette collection of foolproof at-home treatments. There’s Visibly Deeper, a semi-permanent dye for Bella Hadid types (i.e., those after an espresso-brown colour) made to use once a week in the shower for about the same amount of time it takes to carefully shave your legs. “What’s really cool about it is that it’s attracted to the damaged porous areas first,” explains Josh. “So if your hair is lighter on the ends, this will even it out.” 


From left: John Frieda Brilliant Brunette Visibly Brighter In-Shower Lightening Treatment and John Frieda Brilliant Brunette Visibly Deeper Colour Deepening Treatment ($13 each, at drugstores and mass-market retailers).

To enhance honey and caramel tones (think Jessica Alba), the Visibly Lighter treatment removes eumelanin, a type of pigment unique to dark hair, lightening hair up to one shade. Not every brunette can go Balenciaga blond, says Josh, but there is a “lightness” for everyone. “I believe everyone can benefit from having a little dimension in their hair.”



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