Earlier most women used to try every possible thing to avoid grey hair, but now it's no more the case.
In fact, a fashionable few are embracing the once objectionable colour.
Driven by celebrities from Kelly Osbourne to Pink, Lady Gaga and Ruby Rose, the demand is increasing for grey and lilac hues previously reserved for the affectionately-termed "blue rinse brigade" elderly women who tint their hair blue-grey.
"It's really bringing in blue and the pastel violet, but pink pastel shades are very popular as well.
"We definitely have a lot of people asking for those really icy colours," she added.