In terms of beauty, the hair transformation has defined 2020, with quarantine, frustration and, let’s face it, boredom sparking a host of DIY makeovers. Kaia Gerber and January Jones both plunged into the pink hair dye, while Emily Ratajkowski had a short-lived fling with butter-blonde, and Priyanka Chopra opted for a fringe.
Now, Dakota Johnson’s dramatically different hair colour (as well as her inspiring new venture) is commanding our attention. A stark contrast to the season’s defining honeyed hues and choppy fringes, Johnson has coloured her waist-length hair a striking shade of inky-black, complete with gently curled layers that soften the look in the chicest way.
Johnson revealed her dark new look on Instagram, while announcing a side-step into the boardroom as investor and co-creative director role of sexual wellness brand Maude. According to founder Éva Goicochea, Johnson will be working on the “creative direction of the brand and development of new product, incorporating sustainability and mission-driven initiatives”.
“Sexual wellness is a fundamental human right,” said Johnson on her new role, via Instagram. “Maude’s ethos is something I strongly support, and is symbiotic with my core beliefs surrounding sexual health. Furthermore, the calibre and aesthetic of these products is excellent and elevated, and I love them.
I am truly delighted to come on board as co-creative director and an investor, hoping to weave sustainability and awareness/education based initiatives into the fabric of the company, while delivering beautiful and quality sexual wellness products, accessible to all humans.”
A WOC-owned company, Maude is a brand leading a quiet revolution in the sexual wellness space – an industry long dominated by men and often steeped in objectification. Creating ‘modern sexual wellness essentials’ (from personal massagers to organic lubricants) the brand aims to re-route the category in a safer, more positive and woman-first direction.
On the subject of reinvention, Johnson and Goicochea appear to be coming for boardroom style, too. Turns out, minimalist make-up and monochrome looks from The Row (Johnson’s floor-sweeping dress) and Rachel Comey (Goicochea’s perfect tonal look) get the point across perfectly.
