When money gets tight, some of the first things people cut back on are the little luxuries — like that pricey hair appointment.
For Rachael, 27, this meant breaking up with her hairstylist after realizing how much she was spending just to keep her blonde locks fresh.
“I could buy a plane ticket to Europe with one hair appointment,” she told me.
Rachael’s story isn’t unique. Across the U.S., millions of women are dialing down their salon visits and opting for lower-maintenance hairstyles that don’t drain their wallets.
This movement has been dubbed “recession blonde,” and it’s been gaining huge traction on TikTok and in salons alike.
What Exactly Is Recession Blonde and Why Is It Trending?
Recession blonde is all about scaling back on salon expenses by choosing hair colors and cuts that need less upkeep.
Instead of constant root touch-ups and high-maintenance bleaching, women are embracing styles that grow out naturally and require fewer visits to the salon.
Social media is flooded with photos of women showing off their natural roots peeking through faded blonde dye — a sign they’re embracing the trend to save money.
But not everyone is ditching dye altogether; many are shifting to more manageable, budget-friendly shades of blonde.
Real Savings From Switching to Low-Maintenance Blonde
Take Kate Ross, a 25-year-old beauty PR manager from New York City.
For five years, Kate has been platinum blonde, dyeing her hair every six to eight weeks — and paying up to $350 each time.
That added up to nearly $2,000 a year just to keep her icy blonde look.
Faced with rising living costs, Kate decided to try recession blonde.
Instead of platinum, she chose warmer, darker blonde tones with softer roots, which let her stretch her salon visits to every 12 to 16 weeks, costing about $150 each time.
“That switch saves me over $1,000 a year,” she said.
Kate’s story isn’t unusual. Jessica Ruby, a seasoned hairstylist from Los Angeles, confirms that many clients are asking for these wallet-friendly services.
In fact, Jessica has started offering sliding scale pricing for clients facing financial hardships.
“If a regular tells me, ‘I can’t afford this right now,’ I ask what budget works for them,” she shared.
Popular Recession Blonde Styles That Save Time and Money
Some of the most sought-after recession blonde styles include the hand-painted balayage or reverse balayage, which creates a softer transition from root to tip, the money piece (highlights framing the face), and gloss treatments that add shine without the high cost of full dye jobs.
While these services can still cost between $200 and $400, many women are saving thousands by spacing out appointments thanks to the low-maintenance nature of these looks.
The Bigger Picture: How Much Are Americans Really Spending on Hair?
According to a 2024 report from Advanced Dermatology, American women spend about $1,064 per year on appearance-related expenses.
Haircuts and coloring alone make up $286 of that.
Yet, one in six women admits they’re spending beyond their means on beauty and wellness, with nearly 10% of Americans going into debt to pay for such services. The average debt? Over $1,300.
Salon Owners Notice the Shift Toward Budget-Friendly Beauty
Kristina Maccaro, owner of Love Lane Salon in New Jersey, has seen firsthand how the economy is shaping salon habits.
“Clients want to be more cost-effective and low-maintenance,” she said.
“Some sessions can cost $200 to $700, so people are definitely watching their spending.”
Clients, especially those with families, are juggling rising bills and are eager to embrace hairstyles that require fewer salon visits.
“They’re going for looks with more natural dimension that don’t need constant upkeep,” Kristina explained.
Embracing Natural Roots: A Personal Story
Hope, 25, a Brooklyn-based database manager, had been bleaching her hair bright blonde for years.
But with job insecurity looming, she decided to stop frequent bleaching and asked her stylist for a reverse balayage to let her natural dark roots show.
Though she worried that darker hair might not suit her vibrant personality, Hope found the reduced cost and fewer salon trips well worth it.
Seeing the recession blonde trend on TikTok helped reassure her she wasn’t alone.
“I’m a follower of trends, so seeing others do it made me more confident,” she said.
Other Ways People Are Saving on Beauty
Beyond hair, many women are turning to DIY beauty products like hair gloss kits, press-on nails, lash extensions, and brow lamination kits.
These products offer salon-like results without the steep price tag.
Liz, a 50-year-old marketing executive from Idaho, has cut back on salon visits, letting her roots grow and skipping manicures and pedicures altogether.
“I’m only going to the salon two or three times a year now,” she said.
Similarly, Tracy, who spent $400 every two months on platinum hair for 15 years, has lowered her salon budget dramatically.
“I’m keeping it natural now — it feels better and less stressful,” she shared.
Why Experts Think Recession Blonde Is Here to Stay
Hair experts and lifelong blondes agree that recession blonde is more than just a fleeting trend.
It looks great and is easier on the pocketbook, making it appealing no matter the state of the economy.
Nikki Corzine, founder of Canyon Salon in California, explained, “Having depth at the roots brings out features better and suits skin tones more naturally.”
What’s Next for the Beauty Industry Amid Economic Uncertainty?
While some economists believe that during tough times people spend more on self-care — known as the ‘lipstick effect’ — it’s unclear how a looming recession might impact the beauty world.
But if recession blonde is any indication, women will continue to embrace styles that keep them looking good without breaking the bank — proving you can stay trendy and practical all at once.