What the Recession Brunette Trend Means for Beauty at Large

In times of economic uncertainty—like today, when social media users debate the rising price of eggs and everyday expenses—people are becoming increasingly mindful of their spending and cutting back on nonessential costs, including beauty maintenance. This most recently gave birth to the recession brunette hair trend, which is about opting out of pricey color treatments for a natural look. If this trend is causing déjà vu, it should.

This trend has a fresh name, but it's far from new. In 2009 when the Great Recession hit, "recession hair" became a shorthand for skipping salon visits to cut costs. A quick glance at 2009 news article archives reveal that even many of the era’s blondes were sporting grown-out roots. The look became trendy thanks to all of those who adopted it in a direct reflection of that bygone economic downturn.

Even though the US isn't officially back in a recession, plummeting stock indexes and a trade war are dominating the collective conscience, and beauty trends seem to be proving this. Read on for a more detailed explanation on the recession brunette hair trend, in addition to which beauty trends are poised to take over ahead as a potential 2025 US recession looms.

What Is Recession Hair?

Recession hair is all about budget-friendly, DIY beauty—whether that means growing out your roots instead of getting touch-ups every few weeks, trimming your own ends, or skipping professional treatments altogether. This is why recession brunette hair is having a moment on TikTok, for example, as more people discuss rocking their natural color or a more lowkey one, versus a high-maintenance dye routine.

As financial concerns continue to rise, hair trends will more likely than not start to reflect this shift. Grown-out roots, slicked-back ponytails, and a return to natural hair colors—all signs of recession hair—are making a comeback. For many, low-cost and low-maintenance beauty is becoming the new priority.

How a Recession Would Affect Manicure Trends

Recession hair isn't a new phenomenon, and recession beauty trends in general will likely extend to other areas, including nail care and skincare. Take current manicure trends, as an example. Compared to the lengthy and art-covered nails reigning in recent years, recent trends skew towards short and minimal nails (like the soap nail trend). Could this be the first sign of a shift away from salon manicures? Are we trading nail appointments for simple at-home maintenance with clippers and clear polish?

Regular acrylic or gel nails can be costly, requiring new sets or fills every few weeks, that can cost around $60 each time, depending on geographic location. That doesn't include a tip or extra charges for fancy designs. A simple manicure, on the other hand, may cost as little as $20. For those who still plan on going to nail salons instead of doing their manicures at home, a more reserved set of nails will prove more cost effective when it matters most.

Looking Ahead at Recession Beauty Trends

A similar trend may be taking root in skincare. Instead of splurging on around $100 on monthly facials, an economic downturn would pressure customers to opt for at-home treatments or otherwise simplified routine. (Spa brands like Silver Mirror have even dropped peel-off masks in recent months to make it easier to bring the spa home.) 

As the US economy continues to buckle under pressure, it'll undoubtedly affect our beauty routines and what aesthetics are trendiest. This is unlike the shift that happened during the global pandemic in 2020 when salons shut down altogether (leaving people unable to get professional hairstyling, manicures, or facials). Now, it seems, people are willingly stepping back from these beauty expenses. Might the "undone" look soon be the new chic? Maybe.