Whether there’s truth to these indicators or you chalk it up to mere coincidences, there have been many times when fashion and beauty trends have correctly predicted a recession. The Hemline Index, for example, is a theory created by economist George Taylor in 1926 that suggested the length of a hemline is closely related to how well the economy is doing. Shorter hemlines indicate a thriving economy (think the Roaring ‘20s and the flapper dress or the ‘60s and the birth of the mini skirt) while longer hemlines show an economy that is not (floor-length dresses and pants dominated fashion during The Great Depression). In 2009, the media coined the term “recession hair,” which saw many forgo their regular haircut and styling appointments as a result of the stock market crash of 2008. Now in 2025, TikTok takes it one step further and goes hair color-specific with “recession blonde.”
The National Bureau of Economic Research has yet to officially declare a recession in the U.S. But with the stock market in free fall, many industries facing massive layoffs, a trade war affecting many of our imported goods, and egg prices continuing to rise, it’s all starting to trickle down to how everyone wants to spend (or save) their money—especially when it comes to their hair routines.
What is “recession blonde?”
Recession blonde (or recession brunette) refers to the darker, more brown-tinted hue that many are letting grow in with their normally bright, golden strands. TikTok users explain that while it may look like “old-money blonde,” letting their natural roots grow actually points to how the economy is affecting their spending habits; many are opting out of their touch-up appointments to save money.
While cost still depends on where you get your color done, upkeep for blonde hair can be quite the investment and oftentimes the more expensive option. “There are so many complexities to being blonde, and so many different methods to get to the end goal,” celebrity colorist Jenna Perry tells Vogue. “A double process, hyper blonde, is one of the most labor-intensive on your colorist to provide the biggest blonde impact. Highlights generally feel more natural, although the final may look effortless. A skilled application is akin to that of a trained painter and [cost] ranges depending on your colorist as well.”
Olivia Casanova, colorist and co-owner of IGK salon, agrees. In her salons, located in SoHo and the Upper East Side of Manhattan, blonde highlights and touch-ups can range anywhere from $200 with a junior colorist to $600 with a senior colorist. Lower maintenance color treatments such as a face-framing highlight or partial highlight are on the lower end of pricing, says Casanova, but pricing can still be circumstantial. “Roughly, you can save about $100 to $300 a session as opposed to a higher maintenance blonde [dye job],” she says. “Again, this is dependent on your natural hair color, desired goal, and which colorist you want to see, etc.”
