Gen z declare blonde hair 'cheugy' – hairdressers fight back!

Along with skinny jeans, side partings, Harry Potter and – believe it or not – golden retrievers, Gen Z have now declared blonde hair as 'cheugy'. The term, which has become popular on TikTok and among Gen Z, describes something that is outdated, a bit 'basic' or uncool. And now, TikTok users have added blonde hair to the cheugy list.

Why Do Gen Z Think Blonde Hair Is 'Cheugy'?

It's been making headlines across consumer titles – but where did it all start? A viral TikTok video from @girlbosstown asked viewers if she should keep her hair blonde at her next hair appointment, after seeing various celebrities such as Gigi Hadid and Hailey Bieber go darker for the autumn/winter season. She then questioned if the platinum blonde colour was falling out of fashion. https://www.tiktok.com/foryou?_d=secCgYIASAHKAESPgo8GZ9LbGDrtMmSmZA80u9%2FXm048Un%2B%2BqmSy%2FnvdDnmNrDneoJzLxehGjdiSru4iQ6AKyS9GDqYxDAO8tJEGgA%3D&checksum=2560cb9d371887c02cf500f639465232224e0abd7c50a1cc62f67302a2cdac40&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAegtVK3GNq_n-aDm-n3r2Dniucjzv6mxL-ekX_-FbtPRnYiFQccC0XvRbytNQdU79&share_app_id=1233&share_item_id=7011865995610492165&share_link_id=8B5E8E73-A620-4271-8F17-46AC257D9BBA&source=h5_m&timestamp=1633015174&tt_from=copy&u_code=dam949f4l032hb&user_id=6792961563978548230&utm_campaign=client_share&utm_medium=ios&utm_source=copy&_r=1&is_copy_url=1&is_from_webapp=v1&item_id=7011865995610492165#/@girlbosstown/video/7011865995610492165 ID Magazine picked up on the video, which was then covered by trend forecasting account @thedigifairy. In the video, she covers how the move from bright ash and platinum blondes has paved the way for warmer golden tones and brunette hues. https://www.instagram.com/p/CWTnIpcPVvT/

What Hairdressers Think About The Trend

So, what do professionals think about it? https://www.instagram.com/p/CWWat4iPrWO/ The cost and maintenance required to be blonde also plays a part, adds Lisa. "Maintenance and cost has a big impact – will they sit in a salon for a colour correction which costs them £500, or try and sort it out at home? They are tending to make one salon appointment where they lighten the front of the hair and getting it done professionally, then they are going home and experimenting with pastel blues or pinks," she says.

What Colour Services Are Popular With Gen Z?

It also comes down to the type of look thats's favourable with Gen Z clients at the moment, says Elena Lavagni, owner and founder of Neville Hair & Beauty: "Gen Z tend not to want root highlights. Instead, they favour a more grown out look such as babylights with root melts, or balayage with root melts as this means the hair can grow out without extremely defined regrowth." She adds: "The younger generation are savvier with their money and want the maximum effect at minimum cost. They are less inclined to spend a lot of time in the salon and therefore prefer to choose low maintenance looks." Speaking of Gen Z, here's everything you need to know about E-boy hair.