We’ve Never Seen Hailey Bieber’s Hair This Dark Before

We know all about “rich beige blonde”… but what about billion dollar brunette? It’s dark, impressive and most certainly a shade you’ll want to sign a years-long business agreement with.

Take it from Hailey Bieber, who knows her way around a billion dollar deal. And great hair color.

Hailey Bieber’s New Dark Hair

On Monday, June 9, Bieber shared an Instagram post promoting Rhode’s newest launch (its first following the announcement that the company is being acquired by e.l.f. Beauty!), the Glazing Mist. She snuck the post up mid-afternoon, when the world was already busy talking about Harris Dickinson’s role as face of the campaign. But we didn’t miss it.

Though half of the photos were in black and white, it was obvious her hair was darker than before.

Then, the model posted an Instagram story that truly confirmed the change. In the photo, she lounges on a light leather couch in a black off-the-shoulder top. Her hair, worn middle parted and wavy, is a solid espresso brunette that’s almost as dark as her shirt.

Behind the Color Change

Though we don’t know when or how the change happened, we do know who was behind her pretty waves. Celebrity hairstylist Bryce Scarlett commented “this was a fun one” on the Instagram post, which has to mean he was on set and has some secrets to share.

Colorist Matt Rez is usually the one who dyes Bieber’s strands—he worked on the dimensional brunette for her Vogue cover!—and I’m waiting for his word on how it all went down. Did they use a wash-out dye? Was it done in the editing suite post-shoot? It’s hard to say… though its worth noting the 28-year-old’s hair also looked a little darker in a couple photos from her most recent Instagram carousel.

For now, I take comfort in the fact that there’s a new Hailey Bieber/Rhode mystery to solve. It’s this and those eye patches, and the way those have been teased… the hair color situation might be figured out first.