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Beyoncé is officially in her Snow Queen—and dragon-taming—era.
Despite speculation that Queen Bey skipped her own Renaissance movie premiere, the singer was indeed there, according to her website. For the occasion she debuted an icy cold shade of Targaryen blonde on the silver carpet—complete with a silver ensemble to match—which her publicist Yvette Noel-Schure shared on Instagram.
Targaryen blonde couldn’t be more different. The name is, of course, a reference to House Targaryen, the family known for their dragons, questionable familial relationships, and icy blonde hair. The hue has seen a revival after the premiere of the Game of Thrones prequel, which largely focuses on the messy inner workings of the family and their competing claims to the Iron Throne.
With more (hot) Targaryens on screen than ever before—from Princess Rhaenyra to Prince Damon to Prince Aemond—it’s no wonder the color has taken hold on social media. A new TikTok filter has inspired fans to dye their hair the same icy blonde, and the hashtag #targaryenblonde currently has 9.7 billion views on the platform, which is flooded with users documenting their blonde transformations.
The color has also been spotted on some of our favorite celebrities: Beyoncé, Halsey, Ciara, Meryl Streep, and Christina Aguilera have all recently colored their hair platinum. For those who aren’t familiar with Game of Thrones, celebrity colorist Jenna Perry, who has worked with the likes of Kendall Jenner and Bella Hadid, puts it in simplest terms: “Targaryen blonde is winter white blonde,” she says. “It’s as virgin blonde as you can get.”
It goes without saying, natural blondes will find it easiest to achieve this style. Colorist Ashleigh Marie calls the shade a “wheaty bleach and tone” but says it can be a “high-lift color if you’re already blonde naturally.”
Regardless of your hair color, it’s highly suggested that you let a professional handle this dye job, since the shade is difficult to nail. Start by bringing a reference photo so you and your stylist are on the same page. “This will help to set realistic expectations,” says Perry. “Make note that you want an icy, platinum blonde.” Marie also encourages keeping things specific. “Ask for a solid blonde at the root to the ends, either a base and bleach and tone or high lift,” she says. “The overall tone is a neutral warm level 10.”
As you can probably guess, this intense color requires some serious upkeep. “Keeping this color is a very large commitment,” Perry says. “You have to receive touch-ups very regularly to maintain the color and roots.” To keep things in top shape, Marie suggests maintenance every three to six weeks, max. For darker hair, this timeframe will be closer to three to four weeks. If you’re naturally light, you can stretch it to four to six.
To help refresh your blonde, Marie recommends using Olaplex Blonde Enhancer Toning Shampoo and Bond Maintenance Conditioner. “It will help repair broken bonds from the lightening process and maintain the integrity of the hair from the roots to tips,” she says.
Perry’s go-tos are the John Frieda Violet Crush Purple Shampoo and Conditioner. “They are super moisturizing, which you really need to maintain the health of your hair if you want to be a Targaryen blonde,” she says. “I also really like Living Proof’s Triple Bond Complex as a once-a-week treatment.”
Ready to become a Targaryen? Shop Targaryen blonde essentials below.
Kérastase Blond Absolu Anti-Brass Purple Shampoo
Living Proof Triple Bond Complex Leave-In Hair Treatment
John Frieda Violet Crush Purple Shampoo
John Frieda Violet Crush Purple Conditioner
Olaplex No.4P Blonde Enhancer Toning Purple Shampoo
Olaplex No. 5 Bond Maintenance Conditioner
Originally Appeared on Glamour