The dye works — according to Color Wow’s Joe Cincotta, PhD, who spoke to Yahoo Beauty — because “chocolate and hazelnuts contain natural brown pigments called anthocyanins. When roasted or fermented, these anthocyanins oxidize to create the dyes.” Nutella, he said, would only be effective if you have light blonde or gray hair and can only be considered a temporary dye, washing out in a couple of shampoos.

More recently, Instagram beauty star Habiba, who has almost 280,000 followers on her Instagram, demonstrated a face mask with a Nutella-like mix of gelatin, milk, cocoa, and honey, as Rihanna’s “Where Have You Been” played in the background.

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