For Scarlett Johansson’s Seasonal Highlights

EMALY BAUM, Beauty Supply, 237 Centre St., second fl.; emalybcolor@gmail.com

multiple famous blondes, Scarlett Johansson among them, entrust their color to Emaly Baum, who for the past five years has been based at Soho’s Suite Caroline but in May will open her own nearby salon called Beauty Supply. “Emaly thinks about where the sun would hit and creates highlights depending on the time of year,” Johansson says.

Chloe Fineman prefers a more “bright and glowy blonde look,” which, she says, “Emaly is a genius at creating—and that’s very hard to find here in New York, a city of cool brunettes.” Another client, chef Alison Roman, says that Baum implicitly knows “what type of blonde you want” based on your skin tone and your personality. (Expect to pay anywhere from $175 for a single process to $475 for a full-on bleach transformation.)