Of course, it doesn't just work on celebrities, either: "icy hair" has seen a 45 percent increase in Pinterest searches in the last month, and it's only going to snowball from here. "This colour is a very pale, heavily highlighted powdery blond with a slight hint of baby blue," Brown said. (See this example of Kylie Jenner's most recent dye job. "It's more neutral and white-blond instead of an ashy blond."