Purple may be the new pink, at least in terms of the hottest hair colour in Hollywood.

British TV host Kelly Osbourne (above right with her mother, Sharon Osbourne) took a leaf out of US pop star Katy Perry's style book and dyed her hair dark purple.

Osbourne, 27, is the latest celebrity to work the grape-coloured look when she was spotted in Los Angeles, US, this week.

Clad in a vibrant, purple-themed floral frock by Mary Katrantzou and black peep-toe YSL heels, the quirky lass completed her eye-popping ensemble with electric purple lipstick .

She had previously sported a greyish lavender look which didn't do her any favours.

This article was first published in The New Paper.