Lauren Conrad Lauren Conrad

Say goodbye to Lauren Conrad's golden locks.

The Hills star, 24, showed off her new brunette hair color Wednesday during a CoverGirl event in Hollywood.

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"It was just time to go for it," Kristin Ess, Conrad's stylist, told Us about the "Brazilian brown" shade. "We've done so many variations of blond in the past and it's fun to do something new."

The clothing designer and best-selling author will return to reality TV soon with a new MTV series following her budding fashion career.

Do you like Conrad's dark 'do?