‘Gold rush’ is the most expensive-looking hair colour to try this summer – and it’s especially flattering on women over 50

Move over icy blondes – this summer, it’s all about warmth. After seasons dominated by cool ash tones and platinum shades, golden, sun-kissed colour is making a welcome return, bringing with it a softer, more expensive-looking finish that feels both timeless and modern.

Dubbed ‘gold rush’, the trend celebrates glossy honey blondes, rich caramel ribbons and warm golden brunettes that catch the light beautifully. Rather than embracing bold brassiness or yellow tones, it’s about creating subtle warmth that enhances your natural colour, giving hair a healthier, more luminous appearance.

According to celebrity hairstylist Adam Reed, it’s a trend that’s less about dramatic transformation and more about making hair look effortlessly luxurious.

‘Gold rush is all about bringing warmth, richness and luminosity back into the hair,’ Reed explains. ‘For a number of years we’ve seen cooler tones dominate, but we’re now seeing a shift towards golden blondes, honey tones, caramel highlights and sunlit colour that feels healthier and more natural.

‘It’s not about brassiness or overly yellow hair. It’s about creating warmth in a sophisticated way that catches the light beautifully and gives the hair a sense of movement and vitality.’

The appeal lies in its versatility. While the name might conjure images of bright blonde, gold rush isn’t limited to lighter shades. The trend can be adapted across the colour spectrum, from soft honey blonde to golden brunette, with caramel highlights woven through darker hair to add depth and dimension.

Instead of relying on stark contrast, the look uses warmth strategically to create a more natural-looking finish that flatters rather than overwhelms.

‘One of the reasons I love this trend is that it’s incredibly adaptable,’ says Reed. ‘Gold rush can be tailored to suit a wide range of skin tones by adjusting the depth and intensity of the warmth.

‘Whether that’s a soft honey blonde, a golden brunette or caramel ribbons through darker hair, there are countless ways to personalise it. The key is creating warmth that enhances the complexion rather than overpowering it.’

That bespoke approach is one of the reasons the trend is proving particularly appealing for women over 50. As skin naturally changes over time, warmer hair colours can soften the complexion in a way that cooler tones sometimes can’t, creating a brighter, fresher overall effect without looking like you’ve had a dramatic colour overhaul.

‘As we age, our skin can naturally lose some warmth and luminosity,’ Reed explains. ‘Introducing golden tones around the face can instantly bring back brightness and softness.

‘Cooler colours can sometimes feel a little harsh against mature skin, whereas warmer tones tend to reflect light more beautifully and create a healthier, more radiant appearance.

‘It’s one of those colour shifts that can make someone look fresher without looking like they’ve dramatically changed their hair.’

It’s a subtle shift, but one that makes a noticeable difference. By reflecting light more effectively, golden tones can help hair appear shinier and healthier, while strategically placed highlights around the face create a naturally lifted, sunlit effect.

The trend also taps into a wider movement towards lower-maintenance, more believable-looking hair colour. Instead of obvious salon stripes or ultra-processed blonde, clients are increasingly asking for colour that grows out gracefully and enhances their natural base.

Reed believes that’s exactly why gold rush is having such a moment.

‘I think people are looking for colour that feels optimistic,’ he says. ‘Gold Rush has a sense of positivity to it – it feels expensive, healthy and effortless.

‘There’s also a move away from highly processed-looking colour towards something softer and more natural. People want their hair colour to enhance who they are rather than dominate their appearance.’

If you’re looking for inspiration before your next salon appointment, there are plenty of celebrities already embracing the look. Sarah Jessica Parker has long championed softly blended golden blonde tones that create natural-looking dimension, while Cat Deeley’s warm blonde is a masterclass in glossy, sunlit colour.

Amanda Holden is another fan of brighter golden shades that add movement and shine, and Penny Lancaster demonstrates just how elegant warmer blonde can look. For brunettes, Davina McCall offers proof that introducing subtle golden warmth doesn’t mean sacrificing richness – instead, it creates a multidimensional finish that looks healthy and incredibly expensive.

Whether you opt for face-framing honey highlights, caramel balayage or an all-over golden gloss, gold rush proves that warmer tones are officially back. The result is hair that looks softer, shinier and full of light – exactly the kind of effortless luxury we’ll be chasing all summer long.