White Gold Hair Is Summer’s Prettiest Twist on Platinum

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After a winter of expensive brunette, a new but equally luxe shade is emerging as the number one color everyone will be after this summer: white gold hair.

From Gigi Hadid and Kim Kardashian to Emma Chamberlain, celebs are trading their bold coppers and moody browns for bright, light, almost-white hair. “White gold is having a major resurgence as we head toward the summer,” says Tom Smith, a celebrity colorist and Evo Hair’s creative director. “It’s characterized by a neutral, cream shade—rather than too silver or too golden.”

The shade is somewhere between the pure white platinum craze of 2016 and last summer’s golden vintage blonde. “This particular shade is best described as white gold; it’s not as cool as a silver or ash shade but most certainly not warm enough to be golden,” says Smith. This neutral tone doesn’t just mean that the shade is a more unique take on bleach blonde—it’s actually easier to pull off no matter your skin tone.

Unfortunately, that doesn’t necessarily mean it’s an easy shade to achieve or maintain. “Platinum blonde is high-maintenance and expensive to achieve, and so it makes sense that this particular white gold hair shade sounds pretty luxe too,” says Smith, who recommends you only trust an experienced professional with this color—especially if you’re starting with a darker base.

“Ask your stylist what it would take to get you to a white gold shade of platinum, as in some circumstances, a couple of stages may be required,” Smith says. Also plan to factor in root touch-ups every five to six weeks and leave room in your budget for restorative hair treatments to keep it healthy and shiny. Smith likes Olaplex No. 3 and the K18 treatment for bond repair. He also says that this shade pairs particularly well with long, sleek styles, so keeping your hair hydrated and shiny is a must—and he likes Evo’s The Great Hydrator to keep things smooth.

Planning on taking the plunge? Shop some of our favorite color-care essentials below and get ready to shine on.