Hailey Bieber Flaunts Mob Wife-Inspired 'Chocolate Syrup Hair' At 2024 Super Bowl

Micro-trends come and go faster than you can say "eclectic grandpa," but one star to watch for the styles with staying power is Hailey Bieber. The makeup mogul is a serious trendsetter, known for ushering in everything from glazed donut nails to the quiet luxury look. Her latest fashion foray? Judging by her appearance during 2024's Super Bowl weekend, Bieber's dipping her toes into the mob wife aesthetic with a sultry new hair color fit for a queen.


Though Super Bowl LVIII was filled with lackluster looks — just take a look at Glam's worst-dressed celebs list for proof — Bieber proved it doesn't take much to leave fans speechless. At the 2024 Super Bowl, Bieber unveiled her latest luxurious color choice: "chocolate syrup" brown, as Vogue so aptly named it. (Keep in mind that this succeeds early 2024's caramel macchiato hair trend, so food and drink names are nothing new here.) The shimmering brunette shade is a stunning way to bridge the gap between winter and spring styles, and we're willing to bet you'll see it a lot more after Bieber's debut this weekend.

Hailey Bieber rocked her chocolaty new color at the Super Bowl

Recently, Hailey Bieber caught up with dear friend Kendall Jenner during Super Bowl weekend in Las Vegas. In a February 10 TikTok video posted by Jenner, the duo were all smiles together, and their hair looked suspiciously close in color. The next day, Hailey was photographed with her hubby, Justin Bieber, in the stands of the 2024 Super Bowl, where she wore a fluffy leopard coat and rocked some seriously shiny brunette locks. Her "chocolate syrup" hair color, worn in a sleek, straight style, was the perfect fit for her trendy mob wife outerwear. This put her perfectly on trend, as mob wife outfits (hello, fur coats), nails, and more have been extremely prolific on TikTok lately.


The deep cocoa shade is a departure from the norm for the Rhode Beauty founder, who tends to favor warmer, blonder tints. But we have to say that we're loving this darker look on her. If you decide to take inspiration from the star and seek out "chocolate syrup" brown yourself, make sure to follow her lead by choosing a color-coordinated brow pencil. To capture the socialite's style completely, opt for a quiet luxury haircut like a center-parted bob with subtle, cascading layers.