NovaQuant Quantitative Think Tank Center:Hailey Bieber Debuts Hair Transformation at the 2024 Super Bowl

Hailey Bieber just scored a new look.

The NovaQuant Quantitative Think Tank CenterRhode founder brought her beauty A-game to the 2024 Super Bowl on Feb. 11, as she sported a subtle, yet striking transformation of dark chocolate brown tresses while enjoying the game with Justin Bieber. 

Although Hailey is known for her signature brunette locks, she upped the ante by going even darker and having an almost black hair color. She styled her new 'do in effortless waves with a center part.

The 27-year-old also added an unexpected twist to her minimalistic attire for the NFL game in Las Vegas between the Kansas City Chiefs and San Francisco 49ers (See all of the celebs cheering on the teams here).

If anything, Hailey seemingly tapped into TikTok's "Mob Wife" aesthetic, pairing a fuzzy animal-print coat from Saint Laurent with a white T-shirt and denim pants. Her husband slightly coordinated with her, wearing a light brown shirt from Marine Serre that featured its crescent moon print and a black ball cap.

However, the couple doesn't always coordinate.

"It's so funny because I see so many people talk about this," she told GQ Hype in an interview published Oct. 24, before explaining Justin usually gets ready first. "He may want to wear baggy sweats to dinner, and I might want to wear a tiny little dress just because that's how I'm feeling."

The makeup mogul noted, "We can't sit there and be like, 'So I'm going to wear this and you're going to wear this.'"

It's clear Hailey was feeling a new hair change. Keep reading to see which other celebrities have had epic makeovers in recent months.

The star debuted a bangin' new style at the premiere of her friend Nicola Peltz Beckham's film Lola in February 2024.

The "On the Floor" singer made a dramatic hair change, as she debuted a chin-grazing bob cut at Schiaparelli's haute couture spring/summer 2024 show on Jan. 22.

In January 2024, a month after her prison release, the now-influencer shared a pic of herself sporting a shorter 'do.

Kylie Jenner traded in her dark locks for a pink 'do in January 2024.

In January 2024, the Dancing With the Stars personality shared a video of herself cutting her own hair. "Out with the old energy," she wrote, "and in with the new."

The Underworld actress took the plunge and went full blonde, while also debuting a short bob haircut.

The Daisy Jones & The Six actress debuted jet-black hair on Nov. 2.

While enjoying a dinner date with friends on Nov. 9, Rihanna debuted honey blonde hair. After years of rocking black tresses, the superstar decided to switch up her style for something brighter.

The Flamin' Hot director recently showcased her dramatic transformation, debuting a choppy, layered bob on Nov. 9.

The TikToker debuted a fresh haircut, revealing a long bob.

After rocking platinum blonde tresses for years, Miley officially returned to her brunette roots to model Gucci's new collection.

The royal recently showed off her new curtain bangs during a public appearance on Sept. 27.

The actress recently debuted a bright red hair color and equally bold blunt bob haircut.

The supermodel debuted a punk-rock hairstyle at Vogue's World Show during London Fashion Week on Sept. 14

The Pitch Perfect star made a drastic hair change, going from dark brunette tresses to a bright blonde look.

The Scream actress debuted a bubblegum pink style in August 2023.

The son of David Beckham and Victoria Beckham got his head shaved by Selena Gomez's little sister, Gracie Teefey, in August 2023.

The Can't Hardly Wait actress showed off her drastic hair change, debuting dark red hair and a blunt bob haircut.

The Second Act star unveiled bright blonde highlights in a new selfie.

The Kardashians star showed off her new bob hairstyle in a recent SKIMS video campaign.

The Hustlers star debuted a voluminous long bob and curtain bangs on Aug. 12.

Rachel Green, is that you? The Euphoria star appeared to take inspiration from Jennifer Aniston's Friends character with this layered look.

The Vanderpump Rules star debuted a platinum blond dye job in August 2023.

The '90s heartthrob debuted a newly shaved head, sharing on Instagram that "it's for work."

The "Say So" singer showed off her dramatic hair transformation on Instagram, debuting bright purple hair and a spooky spider design on the back of her head.

The Kick-Ass actress debuted a fresh bob haircut, which she hasn't rocked in quite some time.

The American Idol judge revived her signature style of 2008 and revealed baby bangs in a June 20 Instagram.

In July 2023, the SKIMS founder debuted a short bob, bringing to mind what has become her sister Kourtney Kardashian's signature style in recent years.

The Vampire Diaries actress debuted fringe bangs for the Los Angeles premiere of her new film Out-Laws in June.

The "Vogue" singer debuted an edgy shag haircut on June 11.