Bazaar's guide to a red hair transformation

The temptation to embrace a new hair colour is one that often coincides with the start of the new season. As we prepare to transition into the warmer weather, you may also find yourself keen to embody some warmth with richer tones in your hair.

So far this decade, there's been one stand-out shade catching our attention: red. Anya Taylor Joy in 2020's Netflix hit The Queen's Gambit may have first been a catalyst for the popularity of copper specifically, with Gigi Hadid swapping her famous California blonde for fiery auburn in 2021 followed by Zendaya experimenting with a warm mahogany version. And in 2022 and 2023, the scarlet fever in celebrity circles intensified. Actress Sophie Turner debuted a deep cherry, while model Kendall Jenner showcased a golden copper during the autumn/winter fashion month. Meanwhile, Sydney Sweeney went strawberry blonde, while Emily Ratajkowski, Lily James and Camille Razat all had stints with warm coppery shades.

Anya Taylor Joy in The Queen’s Gambit

Vittorio Zunino Celotto//Getty Images

Fast-forward to 2024 and the appetite for red has intensified. Spearheaded by the unstoppable Dua Lipa – alongside the likes of Hari Nef, Cardi B and Valentina Zenere – bold, statement reds are stealing the spotlight. Hairstylist and trend forecaster Tom Smith has dubbed the new 'It' shade oxblood, aka "deeply vibrant, cherry red tones".

Dua Lipa and Hari Nef at the 2024 Golden Globe awards

Clearly, there's a red for everyone. "Copper is one of the most flattering hair colours and can suit most skin tones," says celebrity hair colourist Josh Wood. "Copper is still expressive but can still look very natural." Oxblood reds are clearly unnatural, though – but that's the point, says Smith. "As a non-naturally occurring shade, oxblood red tones are great for those who like to push the boundaries of their fashion and appearance."

So, what do you need to know before switching up your hair colour? Bazaar spoke industry hair experts to glean their advice for transforming your tresses and avoiding any red flags.

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How to find your shade of red

"There is definitely a red for every skin tone," says hair stylist Dionne Smith, "but when choosing the right red shade for you, don’t just think about vibrancy, think about undertones," she advises.

"You need to think about the tone of the shade – either cool or warm – to match your skin," agrees Wood. Generally speaking, more full skin tones suit brighter and bolder colours, so:

• For pale skin tones: try rose, gold and copper tones
• For olive skin tones: try plum and berry tones
• For darker skin tones: try cherry and wine tones

Finding your exact shade can be quite tricky, so it's helpful to look online at images of individuals with similar skin and eye tones, in order to get an idea of what the colour might look like on you.

However, as Tom Smith shares: "When it comes to non-naturally occurring shades, the question of suitability is less around eye colour and skin tone, and more about the confidence and attitude of the wearer, combined with their fashion and make-up choices."

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Trending shades of red hair for 2024

Strawberry blonde

If blonde is your starting point, adding a strawberry undertone is a subtle way to nod to the copper trend.

Golden copper

Another one that's ideal for blondes – this delicate colour blends hues of spiced orange and golden red for a softly vibrant shade.

Fiery copper

A richer take on copper; this shade is pure pigment. This was created with Wood's 'The Miracle System' in shade 7.5 with his Copper Shade Shot, plus a touch of Copper Gold Gloss on the ends.

Rose brunette

Brilliant for natural brunettes or anyone with highlights/balayage. The addition of rosy shades through the lengths lifts dark hair, especially as the sun touches it.

Cherry red

Michael Buckner//Getty Images

The vibrant deep-toned red is for anyone who wants to stand out from the crowd in a sophisticated way.

Burgendy brunette

"Burgundy brunette oozes richness, shine and gloss while reflecting red tones in the light," says Tom Smith of this trend. It's great on all bases from mid to darkest brown.

What to expect with the process of going red

For a permanent colour switch you'll have to go through a personalised process – depending on your hair type and current shade – to ensure you get your desired look.

"Red is one of the colours that needs a consultation with a specialist, I would never recommend buying it off the shelf," says Zoe Irwin, creative director at John Frieda Salons.

The vibrancy of your colour doesn't just depend on the shade you choose: your current hair colour matters, too. "The lighter you are, all the way up to bleach, the brighter the result you will get, while the darker the starting point, the less red tone you will see," says Wood. "What's great though, is if you are dark but have some balayage or natural highlights, the red pigments will be brighter on the lighter parts of your hair."

If your hair currently sits at the darker end of the colour spectrum or has been dyed previously, the process will take a few more steps to achieve brighter shades. "Naturally brunette hair without any colour is simpler," Irwin explains. "If your hair is dyed darker, the colour will need to be lifted before applying different tones of red."

If you fancy dipping your toe into the red colour trend without the commitment, you could experiment with a home glossing treatment. "Playing around with something that doesn't last very long is a way to try a new persona, so don't be afraid to be bold," continues Wood. "Our Josh Wood Glosses offer semi-permanent reds that only last for six shampoos, so you can have fun experimenting," whether you want a copper, cherry, rose or berry tone.

Matt Winkelmeyer//Getty Images

"For darker hair colours and Afro hair types, I would suggest trying a wig or extensions for a quick way to get the look before you head to your stylist," adds Dionne Smith.

Products To Try Red Hair At Home

Wella Professionals Care Color Fresh Semi-Permanent Colour Mask

Now 20% Off

Christophe Robin Shade Variation Mask Chic Copper

Biolage ColorBalm Red Poppy Colour Depositing Conditioner

Now 24% Off

Biolage Colorbalm Red Poppy Color Depositing Conditioner

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How to maintain coloured red hair

When it comes to topping up your colour, Irwin recommends booking in with your colourist every six-to-eight weeks to keep on top of any fading and root re-growth. In between these appointments, at-home maintenance is key for keeping your colour looking it's best.

"Maintaining a red is pretty easy at home," confirms Wood. "Gloss products and semi-permanent solutions help you to top-up the tone. I designed my glosses to use between colouring at home or in the salon, to refresh the vibrancy and condition of your hair colour so it can truly shine."

Aside from topping up your colour with glosses and masks, you can avoid speeding up the fading process by switching out your normal shampoo and conditioner (these will often contain sulphates which can quickly strip the hair of colour) for ones that focus on colour protection, such as the John Frieda and Wella ranges.

The Best Red Colour Protecting Products

John Frieda Radiant Red Boosting Shampoo

John Frieda Radiant Red Boosting Conditioner

Davines Alchemic Conditioner Red

Aveda Nutriplenish Intense Hydration Crème Masque

Now 20% Off

Keeping your hair hydrated is important, too. "Once you have gone red, keep hair vibrant and nourished with a weekly treatment," says Dionne Smith. "I recommend using a hair oil as a mask to really nourish red hair."

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