Hailey Bieber debuts new look for first time in over a decade

Hailey Bieber has debuted a new look, swapping her signature lighter brunette locks for her darkest hair colour in more than a decade.

The 29-year-old Rhode founder unveiled the dramatic transformation just in time for autumn, with celebrity hairstylist Irinel de León, who is also known for her work with Carey Mulligan and Kendall and Kylie Jenner, sharing a first look at Hailey's fresh cut and style on Instagram.

Now, while Hailey is no stranger to experimenting with caramel highlights and different shades of chestnut brown, she's largely stayed away from the dark hair territory.

But her new shade is a gorgeous rich, deep chocolate brown, with long layers and plenty of movement around her face.

Celebrity colourist Matt Rez is behind the darker hue, while extensions expert Priscilla Valles helped add length and volume.

Fans were quick to rush to the comments on Irinel's post, gushing over Hailey's new hair.

"Omggg it’s so good," beamed one social media user.

A second chirped: "So good wow."

"Gorgeous!" penned a third as a fourth chimed in: "Oooh she went darkkkk."

Another echoed: "Born to be a dark brunette."

And a final fan commented: "Love the darker hair vibe."

And if the colour looks familiar, there's a reason.

Hailey's last dark hair moment came back a decade ago in 2015, when she stepped out at the Met Gala with a much deeper brunette shade.

Last year, she told fans on TikTok that she was 'not [making] any big hair decisions postpartum' and was taking a year off from cutting her hair.

Since then, she's allowed it to grow out.

Hailey is clearly having a busy month after Rhode confirmed it's set to launch in 19 countries across Europe.

The e.l.f. Beauty-owned brand, founded by the model, will be available to shop online and in most Sephora stores across Europe from the end of this month (30 September).

When the brand first announced its plans for international expansion back in March, Bieber shared: "I am so excited to continue our partnership with Sephora as we launch into retail in Europe, bringing Rhode to more of our customers in a physical and in real life (IRL) format."

The mum-of-one continued: "We have been intentional about how and where we grow, and believe in the power of creating spaces that can bring people together, and Sephora has been such an important partner in helping us translate our vision into physical spaces."