Come summertime, many people find themselves enchanted by the sunshine and lighten up their hair color with the season. But Hailey Bieber is not many people! The model and Rhode founder may have just bucked the “going blonde for summer" trend with what certainly appears to be a new twist on her go-to brunette, not to mention her darkest shade in a long time.

Bieber was a guest at the Business of Fashion Business of Beauty Global Forum, where she spoke about selling Rhode to E.L.F. Beauty, as well as what's next for her and the massively successful brand. (Maybe you saw the headlines?) She wore an animal print dress, peep-toe shoes, and her signature sheer, barely there nails, but what I instantly zoned in on was her hair. Bieber's hair has long been a dimensional medium brown with expertly placed ribbons of color woven throughout, but her Business of Beauty shade looked more chocolate than caramel, amplified by lots of light-reflecting shine. She paired it with flushed cheeks—probably the work of a Rhode Pocket Blush—and earthy rose lips, with a similar color dusted across her lids.