Georgia Toffolo has undergone a dramatic hair transformation, swapping her signature dyed blonde locks for her natural darker shade after admitting she had maintained the same hair colour 'since the financial crash.'
A Bold New Look
The Made In Chelsea star, 31, took to her Instagram on Thursday to share a video of her journey to the hairdressers, documenting the switch-up before revealing the results to her husband, James Watt. Filming herself in the car, she confessed her fear of losing her long-lived blonde tresses, describing them as 'my whole identity.'
Georgia quipped: 'We're already running 15 minutes late, is that an omen? When I think about it, I've actually been blonde since the financial crash. I actually can't believe I'm doing this. My worry is that my whole identity is focused around being blonde.'
After taking the plunge at the salon, she suddenly realised she had made a huge error: 'It's looking really dark. I just realised I showed my hairdresser the wrong picture! I'm panicking, what have I done?!'
Revealing the Results
However, displaying the glamorous end results, she could not hold back her delight, beaming and saying: 'Oh my God it looks so good. Do you love it, I love it! I just should have done it before.' She then rushed to get the seal of approval from husband James, who immediately praised her darker highlighted tresses, gushing: 'It looks amazing! Wow, you're like a different person. I think it's really cool, I love it.'
Georgia also asked her fans for their verdict on the makeover, saying: 'What do you think? I'm looking for reassurance, but I for one think it looks so good.' Sharing the video to her Instagram, she captioned it: 'blonde to brunette hair transformation - my black cab driver didn't recognise me, you told me to do it.'
James rushed to reaffirm his admiration in the comments, quipping: 'New hair who this? Looks amazing. Maybe I should do the same with my hair so we match?'
Fan Reactions
Georgia's followers were in full agreement, taking to the comments to praise her new look and declare the darker shade suited her much better. They gushed: 'It's amazing and you are still blonde but a more natural colour that better suits your colouring, love!'; 'Honestly it looks so good!! Suits you way more than the blonde!!'; 'As a Hairdresser I think the colour makes your eyes pop! Stunning'; 'I love this colour on you. I think you would look great even darker.'; 'Brunette girl! You are glowing, its so natural and suits your complexion so much.'; 'It looks lovely, much nicer and more flattering for your skin tone. This looks like "rich girl" hair.'
On her Stories, Georgia said she had prepared 'to absolutely hate' her hair, but felt 'so confident and lovely and just like me.'
Personal Challenges
Her makeover comes after Georgia recently claimed the stress of the collapse of James' company, BrewDog, contributed to her five-month struggle to get pregnant. Taking to Instagram two weeks ago, she opened up about the 'lonely and crazy' journey to welcome a child, expressing her frustration that it had not yet happened.
James came under fire this year when his beer brand racked up debts of more than £500 million before eventually going into administration, causing hundreds of staff to lose their jobs and leaving £20 million in unpaid bills to a slew of UK businesses. Amid the brewery chain's collapse, questions arose over the company's long trail of controversy, failed enterprises, and allegations of toxic culture.
Addressing the fallout, Georgia said: 'I'm sitting here thinking about the year. We've had so much stress. I'm sure you guys have seen it all, public stuff like the BrewDog stuff has been really difficult to navigate... And every single family across the world there's always stuff going on. I just think that coinciding with starting to try for a baby it's been a lot for us and we're both very tough and very strong and struggled to acknowledge that it's been a tricky year. On top of my naivety I really did just think that if you're super fit and healthy like us you get pregnant really quickly, but it isn't always the case. Sometimes there's just a lot of stuff going up that's biological - but I think all of it coinciding...'
Last month, Georgia got candid about her struggle to conceive, sharing on Instagram: 'My gut has been telling me to share this, but my head has been saying no. Oh my God, I don't know why I'm gonna get upset. Something that I've been, like, really hiding. My husband and I have been trying for a baby. It hasn't happened on month one, month two, three, four, five. According to all the amazing doctors, that is completely normal. Who knew? You only ever hear the story of get pregnant on the first try, or the second try, or it was an accident, or we've been trying for a very long time and it hasn't happened for us.'
'We are in that really weird space,' she added. 'I just wish someone like me had come on and spoken about it. I am in the two-week wait before every single symptom, or boobs, cramps in your lower tummy, they are all suggestive of two things. Number 1, that you're pregnant, 2, that your period is on the way. And these are two entirely different outcomes. It is quite lonely.'
BrewDog's Collapse
It has been a difficult start to the year for the millionaire couple following BrewDog's collapse. The company's new owner publicly criticised James's tenure at the company, insisting his reputation is a 'stigma' for the brand. Irwin Simon, chief executive of Tilray Brands, laid out his plans to revive the drinks business after a £33 million rescue deal was announced in March. He said he was 'very clear' that James, who co-founded the company in 2008 with his school friend Martin Dickie, would not be returning, adding he had 'not spoken' to him.
At its peak, the Scottish brewery operated more than 120 bars across 57 countries. However, from 2021 James was hit by allegations of a 'toxic' workplace culture amid the company's abandonment of the Real Living Wage in 2024. He had sought to invest £10 million of his own cash in the firm as part of a rescue deal that ultimately failed. He said he was 'heartbroken' following the acquisition by Tilray, after his company was speculatively valued at £2 billion just a few years ago, only for it to be sold for a fraction of the price. Some 733 staff were retained in the sale and transferred to Tilray, including operational staff and those working at 11 franchised pubs, while 38 UK bars closed immediately and 440 staff were made redundant in an all-hands conference.
