This led some YouTube beauty gurus to try out the trend, and so far, the Nutella did not seem to have any darkening effect on the blonde bloggers we’ve witnessed. Maybe because they lacked the all-important condensed-milk step as a binding agent? They do agree that it made their hair softer and shiner though. But you could also accomplish the same thing with coconut oil with a lot less mess—so really it makes more sense to just eat the Nutella.