Hayley Williams lead singer of Paramore announced her new line of vegan hair dye last week.

Hayley Williams, lead singer of popular alternative rock band Paramore, recently announced the development of her new vegan, cruelty-free hair dye line Good DYE Young. The line is meant to not only represent her personal style, but also the youthful community of her fans. “We aren’t afraid to stand out from the crowd; in fact, we prefer it,” she said in a press release.

This is not, however, the first time Hayley Williams has announced the launch of a her own hair colour line.

False start…

Back in 2014 Hayley Williams was teaming up with hair dye company, Manic Panic, planing to create her own line of shades. She even talked to Nylon magazine about the venture. In the interview she said: “Right now, I am incredibly inspired by the force that is Manic Panic. I love their history, what they mean to so many generations of teenagers and punks, or anyone just looking for a new way to express themselves. My goal for 2014 is to get the hair colour line I’ve always dreamed of creating. I came up with the name years ago and finally made the decision to start working on it last summer. There’s so much to do but Tish and Snooky and Manic Panic keep me believing in the hair-dye dream.”

In another interview that year with Nylon she gave them an update: “Yeah, I’m actually working on my own hair dye line in the future, and it’s happening! It feels so good to say that it’s on– we’ve already got the name and the basic mission. I’m sort of drooling over it, and I can’t wait to show people. Obviously I’m not going to put out anything that I don’t believe in or that I don’t wear myself. I can put it in my own hair and be like, “Look, I love this so much that I’m wearing it myself!” The colors are wild and awesome. I really can’t wait to paint everyone’s hair in the whole world.”

Finally happening…

It looks like Hayley Williams has learned from this experience… “I’ve never started anything but a band … but a little over four years ago, I decided I’d try my hand at starting a hair-dye company,” Hayley Williams wrote in an Instagram post. “I’ve made a lot of mistakes, learned a whole lot of cool business lingo … and realized through trial and error that [dyeing] your hair is an art AND a science. It was all worth it to finally be able to tell you that GOOD DYE YOUNG is here, it’s severe, and it’s happening! I can dye happy now!”

The brains behind the brand…

Hayley Williams and Brian O’Connor.

Hayley Williams and her Nashville-based colourist and close friend, Brian O’Connor, along with L’Oréal alum Erik Hoover general manager for GDY, are the brains behind the new brand. “My friend Brian has been responsible for almost every hairstyle I’ve had,” Williams told Nylon. “Usually when we’re bored we just talk about what we want to do, then we go for it. We were like, “We’ve never done turquoise before…let’s go for it!” It’s sort of a rigorous process.”

Each Good DYE Young shade is “meant to intermix and be creative,” Brian O’Connor said of the product. You can combine any of the colours giving you an endless amount of results and allowing the freedom to be your own artist. The colour are designed for in-home use.

When Nylon asked O’Connor why the hair line took years to complete, he said, “Trial and error—finding the right fit for everything. We really wanted it to be perfect,” later adding, “She and I worked with the chemist to physically come up with the exact shades—we wanted to make it as close to our version of perfect as possible.”

How it started…

“Coloring my hair has been my made mode of expression since I was 13—and I think it was my mom’s favorite mode of expression because I wanted a lot of piercings and tattoos but wasn’t allowed to, but I was allowed to dye my hair. I feel like it’s a really healthy and fun way to express yourself and a really huge part of a lot of people’s lives.

I feel like it’s a really healthy and fun way to express yourself and a really huge part of a lot of people’s lives.

You go through a breakup and you change your hair, you get a new job you change your hair, you start school and you change your hair—it’s such a connected way to be who you are—I just wanted to do it my way. I also wanted to make it easier, too, because it can be so intimidating,” Hayley Williams said during the launch event, adding, “I’m excited to show people that have been supporting me and the guys for so long something that I’m doing that’s outside of Paramore.”

 

The colours…

Five colours, each priced $14, will be available. Good DYE Young combines professional-grade pigments with a non-toxic, fragrance-free, synthetic formula that conditions the hair as it deposits colour, and all of the offerings are vegan and cruelty-free formulas, Hayley Williams noted. It also smells amazing thanks to the addition of bergamot essential oil to the naturally unscented dye formula.

– 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
– 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 website: (www.gooddyeyoung.com) beginning April 15, for a May ship. Hayley 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 colours to the line “down the road.”

 

 

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