clock menu more-arrow no yes

Filed under:

Kim K's Colorist on Going Platinum and the Famous Brunette That Should Do It Next

Photo: Getty Images
Photo: Getty Images

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Last month, Kim Kardashian broke the internet yet again when she revealed her new platinum blonde head of hair on Instagram. In addition to the styling help of Gregory Russell of Andy LeCompte Salon in Beverly Hills, Kim K left her dark brown hair in the hands of celebrity colorist Lorri Goddard of Goddard + Bragg in West Hollywood, who bravely transformed her mane in time for Paris Fashion Week.

Although Mrs. West has since dyed her hair back to brown (guess she couldn't keep up with the maintenance—zing!), Goddard's phone is still blowing up with requests. We caught up with the busy talent in-between appointments to hear her dos and don'ts of going platinum and which stuck-in-a-look celebrity she'd love to see make a similar change.

What is your advice for anyone thinking about making a drastic hair change?

Investigate, and try on a wig! Platinum and other drastic changes are lifestyle changes, so makeup, clothing, time and financial commitment are always part of the upkeep when straying far from what Mother Nature gave you.

How do you prep your hair for the process?

Stop all chemical services two to three months in advance, if you're able to. But at the very least, six weeks. And never underestimate the power of a strand test—this helps for your professional to see if hair will respond to the shift of color, and stay healthy.

How long does the platinum blonde process take for specific hair types?

There really is not a standard timeline; it is a case by case scenario. Color is customizable, as well as how each person's hair takes to the color.

Is bleaching always required for this or what is your technique?

Some form of bleaching is always required to get to platinum, and if your colorist tells you otherwise, I recommend to finding another colorist!

What is the biggest mistake people make when trying to go super blonde?

Not having realistic expectations. Patience is a virtue and it takes patience to gently blast pigment from the hair.

What are some haircare products you recommend for maintaining the look?

Pre-shampoo, use organic coconut oil as a treatment, then shampoo with Clairol Shimmer Lights. After shampoo, apply Rene Furturer OKARA Radiance Enhancing Spray.

Which star would you love to see go platinum next?

Zooey Deschanel!

To book Lorri Goddard for your platinum transformation, email info@goddardbragg.comWaiting list is approximately two weeks or so, but sometimes there are last-minute cancellations, so check back often. Although her rates are case by case, average short hair from virgin any color to platinum is $400. Longer hair that is previously colored starts at approximately $600. Touch-ups are $150.