Plum is the New Black—Formulating New Fruit-Toned Brunettes
A Guide to the Glossy Fruit-Toned Brunette Trend Driving Shine, Richness and Repeat Visits
Cherry cola introduced clients to glossy red-toned brunette—but now the trend is evolving into something deeper, softer and more luxurious.
This season, clients are gravitating toward moodier brunette tones inspired by modern plum, blackberry, dark cherry and pomegranate hues that feel rich, reflective and expensive. Compared to brighter reds and copper tones, these juicy tones feel more wearable, lower commitment and easier to customize across different skin tones and starting Levels.
Jess Gonzalez (@jesstheebesttcolor), PRAVANA® Color Expert and celebrity colorist, defines a true plum by its balance of tone and depth. “It has that deeper, almost brunette base that gives it richness, while still reflecting a vibrant, berry-like quality in the light,” she explains.
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That balance is what’s making these tones easier to tailor across skin tones and starting Levels. For stylists, it comes down to formulation—knowing when to lean more red, when to push violet and how to keep the finish reflective, dimensional and glossy instead of flat.
Below, Jess breaks down her approach to plum tones—including tone direction, placement strategy and the exact formula behind her finished look.
Why Modern Plum Brunette Is Replacing Cherry Cola
Modern plum brunette takes cherry cola deeper with softer reflect, richer dimension and a more wearable finish. “A true ‘plum’ is the combination of tone and depth. It has that deeper, almost brunette base that gives it richness, while still reflecting a vibrant, berry-like quality in the light,” Jess explains. “It reads more dimensional than a traditional red-violet—deeper indoors, but luminous and juicy in natural light.”
Instead of looking overly saturated, plum brunette creates a softer, glossy dimension that can skew blackberry, cherry or violet depending on the client’s starting point and desired finish.
Who Is Fruit-Toned Hair Best For? How To Customize It For Your Client
Modern plum and other juicy red fruit tones work because they don’t require a full color shift—they can be layered over what’s already there to create richer, glossier brunette dimension with a softer, more expensive-looking finish.
Jess uses the new PRAVANA ChromaSilk HydraGloss Demi-Permanent Color Forbidden Fruit shades to create glossy brunette tones that can lean cherry, blackberry or deep plum depending on how much red or violet she wants in the final result.
“[They] are incredibly rich and juicy, with deep red and violet tones that deliver high shine and a luxe, saturated finish,” Jess says. “The 6RV leans more red, while the 4RV pulls more violet.”
Here’s a closer look:
- 6RV (red-forward): Warmer, richer and closer to cherry cola, with more brightness in natural light
- 4RV (violet-leaning): Deeper, cooler and more “after-dark” with a plum-leaning finish
“These shades are incredibly versatile and wearable. They’re perfect for brunettes looking to elevate their color with more shine and dimension without fully committing to a bold red,” says Jess. “It warms up neutral to olive complexions, adds depth and richness to deeper skin tones and still feels vibrant without washing out lighter skin.”
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Customization comes down to how you use your canvas:
- Subtle upgrade: Gloss through mids and ends to enhance depth and reflect for a softer, luxury-looking finish
- Higher impact: Push more cherry, plum or violet depending on the client’s desired finish
- Existing lightened pieces: Let pre-lightened sections grab more pigment to create natural dimension and reflective shine
- Gray or uneven color: Glossing can help blend and even out tone without overprocessing
Below, Jess works with a client who’s been covering grays—leaving the front slightly darker than her natural color—and plans to use a glossy plum-toned gloss to even out tone and add shine.
Press play to see how she evaluates the starting point:
How To Create Glossy Plum, Cherry and Other Fruit-Toned Shades
What makes this result stand out isn’t just the tone—it’s how the gloss is used to enhance existing color, not replace it.
“If gray coverage is the goal, I always anchor the look with ChromaSilk Permanent at the roots for that solid, opaque coverage,” Jess explains. “From there, I’ll use HydraGloss through the midlengths and ends to refresh, enhance tone and add shine.”
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That approach is especially effective when working with clients who already have color history—like gray coverage or previously lightened pieces—where pulling permanent color through the ends can create uneven or overly heavy results.
For this client’s transformation, Jess used ChromaSilk HydraGloss Demi-Permanent on her natural Level 3 roots and previously lightened Level 6 mids and ends. After filling, Jess says, “I was able to apply the deeper 4RV over pre-lightened hair and still achieve beautiful, even coverage.” Tap the image to see her full formula:
Application steps:
- On clean, dry hair, apply Formula A to the new regrowth.
- Apply Formula B to the pre-lightened hair as a filler.
- Process for 30 minutes at room temperature, shampoo and rinse with cool water.
- On towel-dried hair, apply Formula C as an all-over gloss and process for 20 minutes at room temperature.
- Shampoo and condition, rinse with cool water and style.
For this natural Level 6, Jess used ChromaSilk HydraGloss Demi-Permanent 6RV to get this glossy cherry cola look. Even at the bowl, the shine is already developing—before the color is fully processed or rinsed:
Click the beaker to see her formula:
Application steps:
- On clean, dry hair, apply Formula A from roots to ends.
- Process 20 minutes at room temperature.
- Shampoo, condition and style.
How To Maintain Plum Hair and Turn It Into A Repeat Service
“To keep that glossy, red-violet finish looking rich and intentional, I recommend coming in every four to six weeks for a refresh,” Jess says.
That cadence creates a built-in service cycle. Instead of waiting for a full color appointment, clients can maintain the look with regular glossing—keeping tone intentional and the finish reflective. “These tones are all about shine and depth, so maintaining them regularly keeps the color from fading dull or flat,” Jess adds.
Positioned this way, plum becomes more than a one-time transformation—it’s a repeatable gloss service that supports consistent bookings without adding major time or commitment for the client.
The Products Behind The Shine
ChromaSilk HydraGloss is designed specifically for glossing, toning and refreshing, making it ideal for building dimension without overprocessing. Jess relies on it to maintain consistent, even results across different starting points, whether she’s working over pre-lightened hair or previously colored sections.
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HydraGloss is designed specifically for glossing, toning, refreshing and gray blending, making it ideal for building dimension without overprocessing.
Key features include:
- High-shine, reflective finish with 2x the shine
- No-drip gel-to-crème consistency for controlled, mess-free application
- Alkaline Demi and Ammonia-free, so it’s gentle on the hair
- Fades true to tone
- Color that lasts up to 30 shampoos
Used on its own or paired with permanent color at the root, it allows stylists to create rich, dimensional plum tones—while maintaining softness, condition and long-lasting shine.
This content is sponsored.
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