She's known for her long swath of deep raven locks, and occasionally dabbles with bleach, turning her thick head of hair peroxide blonde.
And Kim Kardashian has gone for another completely new look: a super-sleek long bob with an edgy, asymmetric choppy cut.
After visiting a salon in Hollywood on Saturday, she managed to wait until Sunday to unveil her latest look, perhaps her most grown-up style yet.
She shared her new 'do in a series of Snapchat videos while on her way to lunch with husband Kanye West, before heading to sister Kylie Jenner's 19th birthday bash later in the evening.
Pouting and posing for her selfie camera while in her car, she revealed she "loves" her new look.
The slimmed-down Keeping Up With The Kardashians star - who recently shed a reported four stone after the birth of her son Saint in December - certainly suits her new aesthetic, complete with an almost mirror-like shine.
She doesn't have too many different styles left to try, apart from maybe a pixie crop or "The Rachel".