All eyes were on Hailey Bieber's Super Bowl hair transformation (2024)

The annual Super Bowl; once a landmark event for sporting fans, is now a spectacle that has millions of viewers glued to the screens for not only the half-time performances, but also the star-studded ads and celebrity attendees.

We won't be surprised if the Super Bowl gets its own red carpet moment somewhere down the line, especially since plenty of famous faces are using the occasion to showcase head-turning fashion and beauty looks. One transformation that has the internet talking this year is Hailey Bieber's dramatic new hair change.

The Rhode skincare founder has made her chin-grazing chocolatey bob her style signature for the past year but last night, Bieber attended the game with locks that appeared significantly longer and in a hue that's closer to a gothic-chic, rich ebony than her usual mocha brown. The approach to styling felt fresher too; opting for a relaxed subtle wave instead of a sleek, tucked-behind-the-ear finish or clean chignon.

Fans are likening the change to Bieber's nod to social media's 'mob wife' trend, although richer, deeper brunettes have been making a comeback since last December, when the Princess of Wales went down a similar route. Hairstylist Tom Smith predicts that 2024 is set to be the year of the brunette, so it only stands to reason that ever the beauty trendsetting Bieber is an early adopter.

Considering the style shofte, Bieber's extra lengths might be the work of some cleverly-concealed extensions (as celebrities are wont to do). If you're keen to experiment a la Bieber, Hadley Yates salon in London are known natural-looking extensions, or book into any one of these beauty editor-approved outposts. DIY clip-ins are a good, low-commitment option, too.

For Bieber's high-shine finish, a glossing hair treatment both in-salon (try Redken's Shades EQ) and at-home (see Ouai's Hair Gloss In-Shower Shine Treatment) will make a world of difference. Incorporating a finishing spray, such as the Color Wow Extra Mist-ical Shine Spray, will keep your brunette looking luxuriously luminous and picture-perfect.