There was a time when colouring your hair was reserved for major life moments. A breakup. A birthday. A quarter-life crisis. A celebrity-inspired impulse decision that felt impossible to resist. Today, it's different. Just as we update our wardrobes, experiment with makeup, or rethink our personal style, more people are turning to colour not necessarily to transform who they are but to enhance what already exists.
It's perhaps why we're seeing a global shift away from dramatic, high-maintenance colour towards something softer, more effortless, and ultimately more wearable, which is why Schwarzkopf Professional's Lived-In approach has resonated widely. Designed to blend seamlessly with your natural hair colour while growing out beautifully over time, the concept has become one of the industry's most talked-about colouring movements. And according to global colour ambassador Arjan Bevers, who has over 25 years of experience, three Dutch Hairdresser of the Year titles and membership in the Coiffure Award Hall of Fame, the appeal lies in something surprisingly simple: it works for real life.
We sat down with him to unpack everything people should know before colouring their hair, from choosing the right shade and managing expectations to understanding why Lived-In colour has become the gold standard for modern hair.
Why the world is falling in love with Lived-In hair colour
If you’ve noticed everyone from your favourite creators to your besties sporting hair that looks perfectly sun-kissed and seamless, you’re witnessing the Lived-In phenomenon. But where did it all start?
“The story behind the Lived-In approach started with the evolution of highlights,” he explains. “In the past, we mainly did traditional highlights, where the colour starts right from the scalp and runs all the way to the end. Then came balayage, which introduced a much more seamless and fluid effect.” Once clients moved towards softer, more effortless colour results, Lived-In was introduced as a combination of techniques that blended along with your hair growth instead of appearing starkly against the fresh hair.
The real superpower of this approach? It looks just as stunning when it grows out as it did on day one. “What makes it so appealing is that it looks beautiful on the day you leave the salon, but it also continues to look great six or even eight weeks later,” notes Bevers. “As the colour grows out, the transition remains soft and seamless, so clients don’t feel the pressure of constant maintenance.”
“Choosing a hair colour has very little to do with colour itself”
“When you’re going to colour someone’s hair for the first time, you probably don’t know the client very well. That’s why it’s all about getting to know your client. Who are they? What do they do? How do they want people to perceive them?”
It’s a perspective that challenges the way many of us approach salon appointments. We often arrive with screenshots and inspiration images, convinced we’ve already made our decision. But great colour, says Bevers, starts with understanding the person wearing it. “Who are you? What do you do? How do you want people to perceive you? For example, if you go for a Lived-In Sangria (berry-tone) colour and walk into a room, people are going to notice you. Some people love that bold look, while others prefer something more natural.”
Your personality, your lifestyle, how much time you’re willing to dedicate to maintenance; the consultation extends far beyond aesthetics. “There’s a big difference between someone who comes in once a month and someone who only wants to come twice a year.”
The questions you should be asking (but probably aren’t)
We usually walk into the salon, point to a picture, and file the request to get it replicated. But Bevers points out that we’re completely skipping the most critical conversation. According to him, some of the most important questions clients rarely ask are the practical ones. “What’s the plan? How often do I need to come back to the salon? How much time is this going to require? And how much is it going to cost me in the long run?” These questions matter more than people realise. “A lot of people come to the salon asking for a specific colour, but they don’t always talk about their budget or the level of maintenance they’re comfortable with.”
Take blonde hair, for example. “If you want to go blonde, you need to understand that blonde is a high-maintenance colour. You’ll likely need to be back in the salon every five to six weeks to keep it looking its best.” The lesson? The right colour isn’t just about what you love today. It’s about what you’re willing to maintain six months from now. “Having an honest conversation with your colourist about your expectations, lifestyle, and budget is just as important as choosing the colour itself.”
The damage debate
Let’s tackle the elephant in the room: does colouring absolutely wreck your hair? Bevers gives us a refreshing reality check. “At Schwarzkopf Professional, for example, we have bonding technology integrated into our colour and lightening products, which helps protect the hair during the colouring process,” says the expert. “But beyond the products, it’s also about working with a skilled colourist who understands what they’re doing and knows how to approach each client’s hair safely.”
More importantly, healthy colouring isn’t about chasing the most dramatic result possible. “A responsible colourist will also know when to say no,” Bevers emphasises. “If you have very dark hair, I will never immediately recommend going platinum blonde because that’s too drastic a change and could compromise the health of your hair. Instead, I would suggest a more gradual approach.” Ultimately, he believes successful colouring comes down to three essentials: “The right colourist, the right products, and realistic expectations.”
Meet the new shades
Schwarzkopf Professional has just unveiled four stunning signature looks designed to celebrate diverse beauty: Sangria, Hazel, Truffle, and Cinnamon, covering everything from reds and browns to even copper and espresso tones. “We wanted to cover all the major colour worlds, which is why we selected four distinct shades,” Bevers shares.
As for the most sought-after shade? “One thing we know is that red is incredibly popular. In fact, red is the most sold Schwarzkopf Professional colour globally through Igora Royal, so it was very clear to us that one of the shades had to be red.”
“Colour brings colour into the world, and that's something we all need, right?”
If you’re still waiting for a sign to change up your hair, this is it. “Well, I think especially for women, a little bit of colour can make a huge difference,” Bevers smiles. “I have clients who have a naturally beautiful hair colour, but even then, a little bit of toning, a subtle highlight, or a touch of colour can look so beautiful.”
The golden rule of the modern hair world is simple: “I really think everybody needs a little bit of colour,” he says. “It doesn't always have to be a big change; sometimes it’s just about enhancing what’s already there. Especially with Schwarzkopf Professional’s advanced bonding technology protecting your strands, and a Lived-In methodology that guarantees a beautiful grow-out, there is absolutely nothing holding you back.
Book that consultation, have an honest chat about your lifestyle, and get ready to fall in love with your hair all over again.
