The reality star is Insta-famous for her blunt cut bobbed locks and from green to blue, pink to bleached blonde, it seems she's switched things up more times than hair chameleon Kylie Jenner this year.
Talking of making changes, Jem took to Instagram on Tuesday evening (25 October) to give us a glimpse of her very latest look and (gasp!) it's miles different from what she usually rocks.
In fact, most of her followers (us included) failed to realise it was actually her!
Like TOWIE's Courtney Green and Chloe Meadows, Jem channelled her inner princess (yup, really!) and gave her edgy tresses the elbow in favour of waist-grazing brunette hair extensions courtesy of celeb-approved salon, Zest in Liverpool - and the finished result is nothing short of mesmerising.
To show off her lustrous and lovely new mane, Ms. Lucy posted a series of helfies (hair selfies, DUH!) to the picture sharing website as she totally worked her new side fringe and voluminous tousles.
Revealing that she had gone in for fuss-free clip ins, Jemma - who flaunted her cascading tousles - captioned one of her pics,
"Brunettes are having more fun these days not blondes. Hair by @zestliverpool. Clip ins by @hairchoiceliverpool," and of course, it wasn't long before the comments came flooding in.
"It's true girls dark hair have more fun haha welcome to the dark side (sic)," wrote one of her fans, while another said, "You look so stunning with dark hair!"
Jem isn't the only celeb to jump ship though, as Love Island's Jessica Hayes recently swapped her Little Mermaid-inspired red hair for a striking shade of black and Malin Andersson is looking to do exactly the same in time for winter.
Everyone's at it!
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