Staying Legally Blonde

Though the classic romcom may be turning 10 this year, the demand for platinum perfection is higher than ever

Following the first lockdown, we saw a huge spike in sun-kissed blonde hair as many of us craved a clean slate. Made iconic by the likes of classic chick flick Legally Blonde, platinum strands have long been seen as a fresh, fun start. Now, in the year the hit film turns ten, it seems that 2021 will be very much the year of platinum locks. After all, who can blame us for dreaming of warmer weather, brighter hair and the chance to visit a hairdresser again after lockdown 3.0?!

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While we’re still waiting on reopening dates for salons, many of us are already considering our next colour choice. A recent study by hair extension brand Gee Hair found in the past year more than 133,000 Google searches were made for ‘ash blonde hair dye’. Dubbed the UK’s most wanted hair colour of the year, the shade has been growing in popularity for over a decade. Last year, we saw it peaking in popularity during summer, but it’s rapidly on the increase again now.

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Favoured by celebrities such as Emma Roberts, this hue has been making waves again on Instagram, after Jennifer Lopez transformed her strands. Given the longing for a ‘fresh start’ as we edge closer to spring, it’s unsurprising that celebs are also looking to switch up their look. Though we’d recommend pressing pause on colour transformations until salons reopen, now is the ideal chance to prep for your post-lockdown appointment.

Luckily, we’ve seen a whole host of hair care launches recently – with new products created specifically for blonde hair. From treatments to brass-busting shampoo, we’ve rounded up the new launches to guarantee the best blonde hair in 2021…

Yubi Blonde from Shu Uemura Art of Hair

New Yubi Blonde from Shu Uemura Art of Hair is the brand’s first range for blonde hair. The professional formula protects hair from oxidation, instantly neutralise brassiness and boosts colour luminosity for bright, glowing blonde hair.

Redken Extreme Bleach Recovery

Redken has unveiled an ‘invisible bandage’ for blonde hair with its Extreme Bleach Recovery collection. The range includes the first pro at-home lamellar treatment and a leave-in cica cream, alongside a shampoo. Intrigued? Don’t forget to enter our competition to win these new hair heroes.

Kérastase Blond Absolu

The Kérastase Blond Absolu additions also feature skincare ingredient cica. There’s a hybrid shampoo-in cream, a concentrated oil to strengthen, hydrating masque, and an overnight serum.