ICYMI, earlier this month, Good Dye Young dropped Black DYEposit a color-depositing conditioning hair mask and the brand’s first “natural” color.
Black DYEposit is a nourishing mask that refreshes dull, faded, or brassy hair in 5 to 10 minutes, designed for anyone who wants richer, glossier hair between salon visits. This is a major step for the brand that’s got cult following for its vivid offerings, so major that we got in touch with co-founder Brian O’Connor to talk it out.
Read on for our exclusive conversation.
The Tease: Good Dye Young has always been synonymous with bold, expressive hair color. What inspired you to introduce Black DYEposit as the brand’s first “natural” shade, and why was now the right time to expand beyond vivids?
O’Connor: Black is BOLD but for some it’s far from natural, black can feel just as expressive as pink and it’s still making a statement so it only seemed natural and logical to start there. Now seemed like the perfect time as any because we pride ourselves on listening to the GDY community and what they’ve been asking for.
Black hair color can be surprisingly complex, especially when it comes to achieving richness, dimension, and shine without a flat or overly opaque finish. What makes Black DYEposit different from traditional black hair color products?
O’Connor: We wanted something that still felt in-line with vivid and I truly wanted to create something that was an all in one shower color refresh, but I wanted to create a black that could be used on blonde but also dark brown and get a true black that even on blonde hair faded true and almost went thru a true gray fade out on bleached hair.
Color-depositing masks have become increasingly popular for maintaining salon color between appointments. How do you envision Black DYEposit fitting into a professional colorist’s work, and what should stylists be telling clients about using it at home?
O’Connor: Well, I envision it exactly how’d I would use it in the salon. Black DYEposit is a 10-minute hair treatment that performs like an entire hair salon appointment. Formulated with FiberHance™ Bond-Strengthening Technology and hair-healthy ingredients like Broccoli Seed Oil, Pea Protein, Rice Amino Acids, and Sunflower Seed Oil, locks in moisture, maximizes mirror-like shine, strengthens strands, repairs past damage, and fights color fading from heat and UV. It’s great for a quick color refresh at the bowl before a blow out or haircut. It’s also an easy item to add to retail so you can send your client home with one product that does the job of several products. I tell clients it your once a week all in one color refresh mask that lightly cleanses, while refreshing your black and repairing your hair from the inside out. Just 10 mins once a weeks keeps your hair color fresh and your strands healthy. I advise using gloves even in the shower to avoid staining!
What do you wish more people understood before experimenting with black color-depositing products?
O’Connor: That it’s just that depositing, it’s not going to be overly opaque like permanent color. This isn’t meant to replace your permanent color this is tool to help keep it fresh, shiny and healthy in between your color appointments.
With Black DYEposit, Good Dye Young is reaching a new audience beyond its signature vivid color community. Does this launch signal a broader evolution for the brand?
O’Connor: I would love for it to be, you never know what the future holds. A full PRO permanent hair color line is a dream that I have had for almost 2 decades now, but we will see where life takes us.
Shop Black DYEposit ($20.00) now on gooddyeyoung.com.
