I remember the first wave of colorful hair vividly. Peak Tumblr era, with King Kylie at the forefront, and individualism was at the heart of the moment. My friends and I would ask each other, which hair color should we try next? The more vibrant, the better! Now, the era of bold hair dye is back with a new wave and 2026 energy. The reimagined trend was forecasted by hairstylist and Bleach London founder Alex Brownsell. Though it looks the same, she’s sure this trend has a new edge compared to a decade ago.
“Although there is a lot of 2016 nostalgia around, I think bold color at the moment is less about cute curation and more about pushing back against sameness and cultural conservatism,” Brownsell says.
“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 color innovation has come so far in the past decade. While before a color change meant a long-term commitment, 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 vibrant vibes.
There is a vibrant hue for every ’do. If you want to experiment, think about the colors 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 color family that will work for your everyday look.
“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.”
Vibrant colors are 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 a full head of blue hair—you can try color placements in face-framing layers, bangs, or techniques such as balayage to work your color throughout your ends.
And you can opt for permanent, semi-permanent, or wash-in/wash-out color to work with your commitment level. And, thanks to improvements in hair tech, you can get bolder shades at home without having to bleach your entire head for a lighter base first.
If you’re going the at-home route, you can opt for a color-depositing hair gloss or our favorite DIY hair dye. And if you’re unsure of what to go for, then book a consultation with a colorist. 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.
Alex Brownsell is a hairstylist and the founder of Bleach London, based in the UK.
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.
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