Hair dye sales soared as coronavirus lockdowns made novel shades trendy, from the blue of BTS’ Jungkook to Chrissy Teigen’s pink waves and Bella Hadid’s red fringe

People dyed their hair a riot of colours amid the boredom of lockdown. It’s a trend set to continue, but choosing the right hair dye isn’t as simple as it looks

Pick a shade or two lighter than you think you want, as box dyes tend to be a bit darker. ‘Natural’ dyes may not be as organic as you imagine them to be

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Stars like Chrissy Teigen and BTS’ Jungkook have experimented with their hair colour during the coronavirus pandemic, and it’s a beauty trend that shows no signs of abating in 2021. Hair dye sales are soaring. Photo: Instagram/Twitter

Published: 4:15am, 25 May 2021Updated: 6:32pm, 25 May 2021

The Covid-19 pandemic and the significant amount of time people have spent locked down at home as a consequence has spawned a host of beauty trends that have come and gone. One that shows no sign of wavering is experiments with various shades of hair colour.

While some high-profile celebrities have embraced their greys with grace during lockdowns – we’re looking at you, Jane Fonda – others have taken the opportunity to go bright and bold, with shades including pink (see Shakira and Chrissy Teigen), blue (sported by BTS’ Jungkook) and, more recently, red.

“We predict that 2021 will be all about experimenting and having fun as we slowly move towards pre-pandemic conditions. With Bella Hadid’s fiery red fringe and Anya Taylor-Joy’s deep amber-rouge hair debut on The Queen’s Gambit , it is safe to say that there is a different shade of red that suits everyone,” says Newby Hands, global beauty director at luxury fashion retailer Net-a-Porter.

Colouring your locks may be good for Instagram, but choosing the right hair dye isn’t as simple as it looks. Temporary closures of hairdressers and beauty salons have meant more women are now dyeing their hair at home – hair colour sales skyrocketed in most markets during the first few months of the pandemic – but there is a reason it’s a job best left to professionals.

“The biggest risk is the unknown. There are too many factors you cannot control, from how the dye will react with your hair and skin, to finding a quality brand you trust,” explains Roland Boutin, co-founder and director of BruneBlonde salon in Hong Kong.