When Kim Kardashian bleached her hair, the internet reacted gloriously. We had memes galore - comparing her to Draco Malfoy, an owl, and er, Jared Leto when he dyed his hair the same pale blonde hue.
But it clearly wasn't enough for Kim, who has taken her love of peroxide to the next level - and dyed it again.
On Saturday Kim nipped into French hair salon L'Atelier between shows at Paris Fashion Week, and emerged with a much brighter, white blonde hair colour.
According to the Daily Mail, it took a whopping three hours to turn her hair that snowy white colour.
She shared snaps of her new 'do on Instagram, with one pic of her watching Kanye West on stage at his concert, and another cute pic of Kanye hugging her from behind, and actually smiling. Turns out he really does think blondes have more fun.
We kind of like Kim's new look - let's just hope Kimmy's invested in some purple shampoo - it's a bitch trying to keep those yellow tones out of your hair.