Kylie Jenner caused something of a sensation on her 18th birthday when she stepped out with waist-length platinum hair, almost erasing the memories/memes of sister Kim's foray into blondeville.
It turned out her hair was in fact just a super-realistic wig from Tokyo Styles, the man behind her amazing blue 'do, but according to her new Instagram post King Kylie has now officially hit the bottle.
Yes, that's her real hair she's dyed this time (although we do spy a set of extensions).
Announcing she was going an "ashy dirty blonde for the fall", the reality star revealed the reason for her various wigs over the past few months - getting her hair in tip top condition before she made the move to blonde.
Having healthy-looking bleach can be tricky, but it is possible (even if you don't have a fleet of hairstylists on hand).
Kylie Jenner rocked a platinum blonde wig on her 18th birthday
HuffPost UK Style spoke to the aptly named salon Bleach London about their top tips for bleached locks, plus we share the best products that genuinely fixed our hair when it felt like straw and we wanted to cry.
The easiest way to retain moisture is to avoid daily shampooing. Instead, wash once or twice a week and always use luke-warm water, as hot water will scald and dry out your hair, much like heated styling tools.
Don't use protein treatments more than once a week - as over using keratin products can cause hair to become dry and brittle. Instead, alternate super-rich treatments with lighter shampoos and conditioners.
Kérastase's new Resistance Therapiste range is formulated for the driest and most damaged of hair. Try the Shampoo and Masque, £17.50 and £28.50 from Kerastase.co.uk
After washing, don't vigorously towel dry hair as this will roughen the cuticle causing frizz and split ends.
Dry your hair as gently as possible by patting and squeezing with a towel. Never sleep on wet hair, unless you want to wake up with a bird's nest.
Daily heat styling is one of the most damaging processes for your hair and should be kept for special occasions only.
If you must use a hair-dryer or irons, always use a heat-protector product with as many moisturising ingredients (such as Argan oil and wheat proteins) as possible.
Use Bumble and bumble Mending Complex, £25.50 from bumbleandbumble.co.uk, and Wella SP Luxe Oil, £15.90 from LookFantastic.com, daily for their powerful repairing properties
Brush your hair often using a Tangle Teezer or Mason Pearson bristle brush. Cheap, hard-bristled brushes can be aggressive on your hair.
Sleeping on a silk pillow case will also cause your hair less stress and friction, which will result in less breakage.
If you want silver or white hair, you'll need to wash your hair with silver shampoo once a week. This will reduce brassy tones and keep your colour looking fresh.
Try Bleach London Silver Shampoo, £5 from Boots.com, for a platinum look or KC Professional Color Mask in Pearl, £12.95 from LookFantastic.com, for a subtle champagne hue.
Don't wait too long to get roots re-done as your scalp generates heat which helps lift your hair to a clean, white colour for the first half an inch. Leave it too long and and you'll get a brassy band - every four to six weeks is best.
Dying your hair when its in bad condition will only cause extra strain. Make sure your hair is at optimum health by using hair masks two weeks prior to your colour treatment and avoid washing two days before as this makes your scalp over-sensitive.
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All Your Questions About Curly Hair Answered (So Please Stop Asking)