If you’re one of those gals who itches to go lighter with her hair color the second there’s a hint of spring in the air—hold your horses. In 2024, it appears that various shades of brunette hair are going to be all the rage this spring, based on Hailey Bieber debuting what the internet has dubbed her “chocolate syrup” hair at this year’s Superbowl. As we all know by now, whatever Hailey Bieber is doing with her hair, nails, and makeup tends to fly in the beauty world, so you can bet that we’ll be seeing lots of rich brunette hair colors circulating over the next few months.
However, Hailey Bieber’s brown locks aren’t the only things spurring the shift in trend towards brunette hair this year. TikTok has also been obsessed with the latte brunette trend, and the dark, even tones are consistent with the internet’s current craze for old money hair. We might be seeing this turn towards brown locks in tandem with more low-key, low-maintenance beauty trends after the borderline chaotic beauty trend cycle of 2023. If you naturally find yourself with brunette tresses, congratulations—this is your time to shine. However, if you’ve been balayage-ing to the high heavens for as long as you can remember, now just might be the time to go for a darker brown color or gloss if you’ve been wanting to experiment.
Here, we’re breaking down the details of the brown hair trends dominating 2024, along with a few ideas of how to rock the trends with different hair textures and lengths. Read on for brunette hair color ideas that are always timeless, but currently trending.
What are the brown hair color trends?
If you hear the words “chocolate syrup hair” and feel immediately confused (and, honestly, concerned), fear not. There is no right or wrong way to be a brunette, but there are three major brown hair trends sweeping the internet right now: chocolate syrup hair, old money hair, and latte brunette. Hailey Bieber’s new hair (aka chocolate syrup hair), done by celebrity colorist Matt Rez, is strictly brown, without any highlights or ombré added to the look. She has also added extensions to her signature bob, resulting in mid-shoulder length, dark brown hair. It’s the kind of look that aligns with the low-maintenance but luxurious beauty trends we’ve been seeing lately.
By contrast, the old money hair look is less about the specific tone and color of the hair and more about high shine, natural textures and tones, and volume. Technically, blonde hair could be old money hair, too—the point of this trend is that your hair looks as if it has never been dyed, for an effortless and understated look. This trend has emerged from the massive obsession with ‘quiet luxury’ and minimalist fashion that has trickled into the beauty world, which combines old-world glamour with a modern twist.
Lastly, latte brunette hair colors are trending for a few reasons. This trend is slightly lighter than the chocolate syrup and old money hair trends, adding slight highlights on top of an espresso brown to create a latte-like effect on the hair. The latest celebrity to boost this trend to the forefront is Rita Ora, who’s rocking a “hazelnut latte” bob thanks to celebrity hairstylist Dimitris Giannetos. However, latte tones have been at the top of our FYPs for a few months now, inspired by the latte makeup trend of last summer. Regardless of whether you’re new to this trend, though, what’s for certain is that these three colors are creating the perfect storm of brunette hair colors that we’ll be obsessed with this spring and summer.
Trending brunette hair colors
Chocolate syrup hair
Chocolate syrup hair is a warm, dark brown, as seen on Hailey Bieber. Of course, this shade will look slightly different on everyone—however, the point is that it is a dark brown color with few highlights that evokes a chocolatey feel. To get this color, ask your colorist for an even brown tone—just make sure that the color is warm and rich, rather than cool and dark.
Old money brunette
Old money brunette is slightly different from chocolate syrup hair in that it is more about gloss and volume than anything else. To achieve an old-money brunette look, ask for a single color such as blonde or brunette with minimal highlights. To maintain the look, you’ll want to prioritize the health of your hair. Embracing your natural texture, frequent deep-conditioning treatments, and hair oils will help create the healthy, lived-in look you’re going for.
Latte brunette
Want a bit more depth in your brown hair? Look no further than latte brunette. As seen here on Rita Ora, it’s a highlighted dark brown color that looks much like a latte. To get this look, ask your colorist for a dark brown tone with sparse caramel highlights.
