When Millie Bobby Brown swapped her natural brunette for a Baywatch blonde earlier this year, it made headlines. The definition of a dramatic hair transformation, the new ’90s-inspired bombshell blonde was created by our colourist, Veronica. 

Taking her cues from Pamela Anderson and Claudia Schiffer, it’s the opposite of the “old money” blonde that we’ve been so used to seeing. This isn’t quiet luxury – the bolder, the better. “After years of balayages and soft blondes, now we’re going for high-maintenance hues – almost grungy, yet very feminine,” she says. 

A look that requires time and a lot of technical expertise to nail, Veronica worked to achieve the palest blonde possible, then blended it in with micro regrowth for a ’90s finish. “It’s not supposed to be perfect,” she says. “It’s supposed to be a showstopper.” 

Aftercare for any new hair colour is crucial, but when hair has been lightened to such a degree, it’s particularly important. “It’s a commitment and should be treated as such,” Veronica notes. “It’s just as key to look after it as it is to get it done with a great hair colourist.” The hair needs plenty of moisture and heat protection, so seek out hydrating hair masks, sulphate-free shampoos and Almost Everything Cream to moisturise and prime.