Double bleach: Would you try the bold Nineties blonde colour trend?
The cool Scandi look channels supermodel glam.
There’s an edgy new blonde trend that’s taken the fashion world and red carpet by storm in 2026 – and it involves not just your hair but your eyebrows too.
As seen on the catwalks at Off-White, J.Salinas, Kate Barton and N°21, the double bleach look combines platinum tresses with bleached eyebrows to create a striking Scandinavian aesthetic. It cropped up on the 2026 Met Gala too, with red carpet presenter Emma Chamberlain, model Alex Consani and Rosé from K-pop group Blackpink all sporting lightened brows.
These celebs are following in the footsteps of Kim Kardashian, who tried the look in a Skims campaign, and Beyoncé, who rocked it in her Cowboy Carter era. Now, Madonna, who has just released her long-awaited new album, Confessions II, has given the double bleach look her seal of approval by teaming Seventies-style blonde locks with matching brows in a make-up campaign.
“The Nineties scalp bleach is back,” says Steven Kamara, senior colourist at Paul Edmonds London. “Double bleach is a very cool look. It's quite editorial and avant-garde, and really elevates the look of a blonde.”
You don’t need naturally blonde hair to achieve the brightest platinum tones, however, and the eyebrows are optional, he adds. “There's lots of different types of blonde. This look is not going to be for everybody, but it is really fun and looks great on camera.”
Here, Steven explains everything you need to know about the double blonde colour trend, from choosing a shade to maintaining your platinum look…
WHAT IS THE DOUBLE BLEACH BLONDE LOOK?
Inspired by Nineties icons like Baywatch star Pamela Anderson and supermodel Claudia Schiffer, double bleach blonde involves lightening your hair and eyebrows to the same shade of bright blonde.
“You're almost trying to make it look like you’re naturally Swedish blonde or a very pale shade,” Steven says, explaining that the look often suits people who have a fashion-forward style. “It's for the kind of client who is artistic and playful with their outfits. Somebody who likes pushing boundaries and to look unique.”
To create an all-over platinum blonde look, a pre-lightener service is required, followed by toner to achieve the desired shade. “You could have somebody who wants to be a full-on icy white blonde, silver or a creamy mushroom blonde, or you might have someone who wants something actually quite natural, like a golden Swedish blonde.”
Your colourist can advise on the kind of shade that will suit your skintone and eye colour, and they may also advise adding a ‘root tap’ to give the illusion of a darker root and allow for a softer grow-out.
CAN DARK HAIR GO PLATINUM BLONDE?
Because pre-lightening removes pigment and makes strands more porous, the most important factor when deciding whether to try the double bleach look is the hair condition.
“If your hair isn't in good condition, we wouldn't be able to achieve the lift without damaging it,” Steven says, explaining that short hair is usually healthier than long as it’s been trimmed more, and hair with yellow undertones is the hardest to lift, even if it’s on the lighter side.
He also asks clients how often they wash and heat style their hair, as this can cause faster fading, and explains that scalp bleach requires regular regrowth appointments to cover the regrowth. “To keeping your blonde always blonde, you’ll have to get your roots done about every six to eight weeks.”
DO BLEACHED EYEBROWS SUIT EVERYBODY?
The short answer is no, but you might be surprised how cool you look with bleached brows.
“If you're going for a real kind of icy toner or mushroom blonde hair, it is quite nice to play around with the eyebrows as well,” Steven says. “It can open up somebody's eyes and contrast with a darker skin tone if the eyebrows are cool-toned, but sometimes, on the other hand, it can wash you out.”
The method for bleaching eyebrows is the same as for hair, except Steven adds barrier cream around the brows to protect the skin. But if you later decide don’t like the look, don’t worry. “It's quite easy to dye them back down, and they grown quickly, so within six weeks, they’ll have gone back to your natural shade.”
HOW DO YOU MAINTAIN PLATINUM BLONDE HAIR?
Scalp bleach is one of the most high-maintenance hair colours, because of the stark contrast when the roots grow out.
“If you're having your colour done every 10 to 12 weeks, you'll need to have a longer appointment so we have time to bleach the mid-band and you’ll need a K18 bond-building treatment on every service,” Steven says. “And it’s best to come in every six to eight weeks for a toner to refresh the blonde as it fades.”
In terms of at-home haircare, purple shampoo is ideal for maintaining your platinum shade, as long as you don’t overdo it. “If you use it too much the hair can become dull and dark, so don’t use it for the first two weeks, and then use it maximum once a week.”
Steven recommends Shu Uemura Yubi Blonde purple shampoo and conditioner. “They are really good, and the pigment is strong. The rest of the time, I love Oribe Hair Alchemy alternated with their Repair & Restore moisture range, because if you overuse a protein shampoo can make the hair really hard and prone to snapping.”
A high strength heat protector is also essential for preventing colour fade and damage from heat styling, plus a serum to create a hydrated, glossy finish.
FREQUENTLY ASKED QUESTIONS
Q: What is double bleach hair colour?
A: Double bleach is an all-over platinum blonde look created by pre-lightening the hair before applying a toner to achieve the desired shade, from icy white to creamy blonde. Inspired by Nineties supermodels and celebrities, the trend can also include matching bleached eyebrows for a fashion-forward Scandinavian-inspired aesthetic.
Q: How do you maintain a scalp bleach?
Scalp bleach requires regular upkeep to keep roots and colour looking fresh. Most people need regrowth appointments every six to eight weeks, with toners to refresh fading blonde. At home, use purple shampoo every other week, alternating with hydrating products, and always apply heat protection before styling.
Q: Can dark hair go platinum blonde?
Yes, but only if the hair is healthy enough to withstand the lightening process. Your colourist will assess its condition before bleaching, as dry or damaged hair may not achieve platinum safely. Dark hair can go blonde, although some undertones are more difficult to lift than others.
Q: Do bleached eyebrows suit everyone?
Not always. Bleached brows can complement icy or platinum blonde hair and create a striking, editorial look, but they don't suit every skin tone or feature. A colourist can advise what works best, and if you change your mind, eyebrows can be dyed back to your natural colour or left to grow out.
Why choose Paul Edmonds London for your colour transformation
Bold and unapologetic, double bleach is the celebrity-approved trend that combines all-over platinum blonde hair and matching eyebrows – or you can forgo the bleached brows for a softer look.
At Paul Edmonds London, our colour experts can assess your hair to see if a pre-lightener service would work for you, and help you choose the perfect shade from the platinum spectrum to create your chic double bleach look.
Tempted to try the double bleach look? Book an appointment with the colour team at Paul Edmonds London.
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