TikTokers have taken to the platform to announce that the blonde hair is “cheugy”, and being an “expensive brunette” is now the only way to go.
The term “cheugy,” mainly used by the younger generation, has been described as something that is untrendy or unstylish.
A user who goes by The Digital Fairy asked her viewers in a video, “Is blonde cheugy?,” noting that A-listers such as Gigi Hadid, Florence Pugh and Hailey Bieber have ditched their straw-colored ‘dos and gone brunette in recent weeks.
She added, “Being blond can get pretty expensive and [roots] became a big trend after the financial crisis of 2008,” referring to additional evidence in an i-D magazine article about the “recession roots” style craze. The fad began when women were running low on cash at the time and couldn’t go to the salon every week for their root touch-ups, she explained, so they started to grow out their natural hair blended into the blond locks.
She also noted the i-D article suggested that diversity and inclusion could play a part, wondering if “the trend away from blond may also be a trend towards more diverse beauty ideals.”
The Digital Fairy also spoke about the term “expensive brunette,” a trend favoring dark tresses — or as celebrity hairstylist Liam Curran put it, “all about a luxurious feel to the hair, focusing on dimension, shine and hair health.”
