Hailey Bieber Has Gone Box of Chocolates Brunette

Her new hair is long, dark, and luscious.

Hailey Bieber wearing a bob while walking outside in 2023.
(Image credit: Left: Getty Images, Right: @haileybieber on TikTok)

For Valentine's Day this year, don't sell yourself short with a box of chocolates. Bring a photo of Hailey Bieber's brand-new chocolate brown hair to your colorist for a fresh update. (And grab some truffles for good measure.)

The beauty mogul cozied up in a pair of Djerf Avenue pajamas to show off her brand-new hair color and length via TikTok. Taking a mirror selfie video with her Rhode Peptide Lip Treatment-holding phone case on full display, Bieber sang along to the song "Make You Mine" by Madison Beer, made kissy faces at the camera, and ran her fingers through her noticeably longer hair.



♬ make you mine - madison

The last time followers saw Ms. Bieber—in a separate TikTok posted four days ago, to be specific—her hair was barely grazing her shoulders. Now, it falls well past her collarbones, looking thick and healthy in romantic curls. The new color, a minuscule but noticeable departure from her recent brown hue, is truly milk chocolate-esque. It's also extremely glossy, or should I say glazed?

As soon as Bieber posted the new video, her comments section filled with fans complimenting the fresh hue—or complaining that the former ballerina got extensions so soon after inspiring them to chop their own hair.

"Can any hairstylist tell me what color this is bc I NEED IT!!!" commented one user. "Best hair you've had," added another. Even more begged the model to release some hair products under her Rhode beauty brand.

Hailey Bieber wearing a bob at the Baby2Baby Gala in 2023.

Hailey Bieber's hair was previously colored by Matt Rez for the Baby2Baby Gala in November 2023.

(Image credit: Getty Images)

Although Rhode has stuck to skincare (with a touch of color cosmetics!) thus far, hair products aren't entirely off the table for her brand. On Thursday, Bieber joined Kendall Jenner at Florida International University in Miami to speak to a class about their businesses. While taking the stage, Bieber noted the potential for Rhode body, hair, and fragrance releases down the line.

Until then, color inspiration pictures will have to do when it comes to Bieber hair fever.

Sophia Vilensky
Freelance Writer

Sophia Vilensky is a Freelance Beauty Writer at Marie Claire with a beauty, wellness, and entertainment journalism portfolio that includes contributions to Byrdie, Bravo, Teen Vogue, and Us Weekly. Growing up in a family of beauticians—and through her own personal studies—she developed an in-depth understanding of aesthetics, cosmetic product formulation, and beauty treatment development and has also held roles as a senior copywriter, content strategist, and proofreader for top beauty and wellness brands. Even so, you'd be hard pressed to find her with her hair and makeup actually done. Sophia is based in Minneapolis and is a 2019 graduate of the University of Minnesota, where she majored in English and minored in cinema studies. During her time at the university, she was the Arts & Entertainment Editor for the Minnesota Daily, earning the 2019 Editor of the Year award for her work. She connected deeply with the Twin Cities arts scene, collaborating with leading beauty professionals, designers, and artists. Graduating Summa Cum Laude, her thesis—a close-reading of Vanderpump Rules—was featured on NPR. When not immersed in writing or testing new products, Sophia enjoys watching reality TV, reading, and exploring the newest woo-woo wellness trends. Keep up with her on Instagram @sophiavilensky.