While he’s quick to admit all hair trends “come and go quickly,” Emmaus, PA hair colorist Kenneth Adams has seen one request sticking around in 2025: A strong desire for lived-in colors.
One of his most popular low-maintenance moves is also somewhat geographical—something he calls the East Coast Brunette. “It is a high-quality, low-maintenance hair trend that’s perfect for women seeking a rich, lived-in brunette without the salon commitment every six weeks,” he explains. Adams describes the style as, “East Coast Brunette is dimensional and bold—never flat. Many people are opting for dimensional brunettes that match their root color but add lighter tones throughout to create dimension and prevent the hair from looking flat. Everyone is busy, and no one has time to sit in the chair for a super long time—this is the color that can make sure you don’t.”
Featured Experts
- Kenneth Adams is a hair colorist in Emmaus, PA
- Richy Kandasamy is vice president of color development and an R+COLOR collective member
- Dimitris Giannetos is a celebrity hair stylist and colorist
- Taylor Carter is the co-owner of East/West Salon in Boston
East Coast Brunette: Rich + Glossy
Richy Kandasamy, vice president of color development and R+COLOR collective member, also likes the “trend” for its high-quality, rich and glossy look. “East Coast Brunette is all about effortless elegance with a statement. It’s a multidimensional, polished brunette tone that’s refined and more tailored. This color reflects the energy of the East Coast [as] more cool, confident and sophisticated. It’s not just one overall flat brown, it’s built with rich layers of tone-on-tone depth with subtle light reflection and a custom gloss that makes the hair look incredibly healthy and expensive.”
Plus, Kandasamy says, what sets it apart is the intentionality. “It’s not just a generic brown, it’s customizable. We’re playing with cooler or neutral undertones but lots of shine to bring that luxurious feel. There’s dimension without drama and movement without being too bold. It’s a brunette that looks rich under any light, perfectly suited for those who want a timeless color that still feels modern and elevated. Ask for a neutral-to-cool brunette with dimensional reflective hues and a high-gloss finish. Let your stylist know you want richness without warmth and depth without flatness. The final glossing is key here, it brings that ‘glass hair’ effect. And don’t be afraid to reference East Coast Brunette directly.”
Celebrity hairstylist and colorist Dimitris Giannetos is also a fan, classifying it as a rich, cool-toned brunette that looks super glossy and put-together. “Think deep mocha or espresso shades with soft dimension—nothing too warm or beachy. It just screams polished and luxe.”
On the other coast, Giannetos says West Coast Brunettes “usually have more warmth and that sun-kissed, lived-in vibe,” like golden or caramel balayage. “East Coast is deeper, cooler and sleeker,” he says. “More ‘uptown’ energy than ‘laid-back beachy.'”
Giannetos is also quick to say he loves the cool-toned espresso look. “It’s a moody twist on classic brown and leans into cool, ashy undertones for that ultra-modern, effortless vibe. It’s deep, dimensional and super sleek—ideal if you’re after a chic, low-fuss look. Also, Expensive Brunette, another trend I really love, is all about rich, shiny hair that looks effortlessly healthy, with barely-there highlights that add soft, natural dimension. To maintain any color in between salon visits, I’d recommend L’Oréal’s Le Color Gloss ($16), which is designed for easy application and maintenance and offers noticeable results in just a few minutes while keeping hair color fresh!”
Boston-based East/West Salon co-owner Taylor Carter has also been doing the shade, calling out the forever-changing spring temperatures, specifically. “I look at it as a brown that’s not too dark. With the weather being so unpredictable around here, I feel that it sparks people to want a ‘change,’ but without taking it too drastic—because nine times out of 10, they want to lighten it right back up for spring! I’m loving Danger Jones Gloss Toners with Bonder that are infused with ingredients like chia oil and apple cider vinegar that keep the hair as shiny as possible and help protect from color fading.”
In addition, Carter says people are loving all “rich” brunettes right now. The ones with the perfect balance of warmth and neutral tones while also not leaning too dark. I just used Danger Jones 7-8 to tone someone to an ‘old-money Bronde.'”
