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.
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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.”