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05/03/2016

Hayley talks to WWD about her hair dye line

Hayley talked to WWD about her new hair dye line, goodDYEyoung. Read the article below to find out more about the colors and which shades will be available. The online pre-sale begins on April 15th and Hayley will also be promoting the line on Parahoy, which starts today!

Hayley Williams is on a mission to empower her fans — especially when it comes to their hair.

The twentysomething Grammy Award winner and lead vocalist for the rock band Paramore, is now launching Good Dye Young, a vibrant hair-dye line designed for in-home use. And she’s putting her money where her mouth is: the line is entirely self-financed.

“I wanted to take the intimidation factor out of doing hair at home,” Williams told WWD. The singer’s own ever-changing, brightly dyed hair was the inspiration for GDY, and she noted that she hopes it will create an “all-inclusive counterculture than inspires creativity, community and most of all, color. The definition of self-expression is when you wake up in the morning and ask, ‘Who do I want to be today?’”

Williams collaborated with her longtime Nashville-based colorist and stylist, Brian O’Connor, and L’Oréal alum Erik Hoover, general manager for GDY, to bring the collection to market, a process that took four years.

Five colors, each priced $14, will be offered. GDY combines professional-grade pigments with a non-toxic, fragrance-free, synthetic formula that conditions the hair as it deposits color, and all of the offerings are vegan and cruelty-free formulas, Williams noted.

Rock Lobster is a bright red; Blue Ruin is a vivid blue; Ex-Girl is a vibrant pink; (red), Steal My Sunshine is a sunny yellow and Riot is a high-octane orange. (Williams said her favorites are Steal My Sunshine and Riot.) Application instructions are express in cartoons rather than long-winded explanations, said Hoover.

Also planned are a lightening bleach, tools such as a reusable bowl and brush and a fader that allows for custom pastel shades.

The line will be pre-sold on the web beginning April 15, for a May ship. Williams is also promoting the line to her fans on a cruise that will take place March 5-9. (“They’re the people who empowered me in the first place, so I wanted them to see it first,” said Williams.) Hoover added that the brand is examining bricks-and-mortar distribution and most likely will launch there in 2017. Global distribution is also in the plans.

The 27-year-old Williams, who married fellow musician Chad Gilbert on Feb. 20, plans to add more colors to the line “down the road.”

Posted by: Kristiina in Hayley Williams, Interviews

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