Hayley Williams and Brian O’Connor’s Good Dye Young is Now at Ulta Beauty


It’s a great time to be an Ulta shopper! As of this week, Good Dye Young—the ultra-cool vivid hair dye brand founded by Paramore lead singer Hayley Williams and her longtime hairstylist Brian O’Connor —has officially hit the beauty retailer’s shelves, both in-store and online. 

If you’ve been hoping to treat yourself (or your clients) to some of Good Dye Young’s incredible vegan and cruelty-free dyes, consider this your sign to finally take the plunge and put all of those Ultamate rewards to good use. Not sure where to start? From the brand’s best-selling Lightening Kit to their cult-favorite Semi-Perm shades and DYEPosit hues that colors lovers can’t get enough of, Good Dye Young’s full product line-up will be available to shop at all Ulta Beauty locations nationwide and online. And, all of their offerings will be falling under Ulta’s Conscious Beauty category.

Speaking on the retail partnership, Good Dye Young’s VP of Sales and Marketing Ashley Floto said, “Ulta Beauty gives the brand solid credibility with a true beauty consumer. Ulta Beauty has a distinct haircare heritage, and we know our customer is shopping there. We could not be more proud of this partnership. Both Good Dye Young and Ulta Beauty value inclusivity and self expression.”

With their launch at Ulta, Good Dye Young has become the first vibrant semi-perm hair color brand to offer an all-inclusive, beginner-friendly starter kit for “those wanting to start their vivid hair journey.” Exclusive to Ulta, this kit includes the hero color of your choice along with the essentials needed to create the look—such as a mixing bowl and developer. 

The brand’s expansion into Ulta also marks its fourth major national retail partnership in the past 12 months, following previous rollouts into Target, Walmart, and Amazon. Since its launch in 2016, Good Dye Young has catapulted from a niche community into a globally-recognized hair brand, garnering a 67% year-over-year compound annual growth rate. 

Now with 78 SKUs across categories, the brand is already setting its sights on growing its beauty empire, with more in the works such as sprays, temporary product families, and limited-edition collaborations. But, that’s not all. Good Dye Young also has plans for a salon/professional line and additional retailer as well as geographical expansion globally.

Keep up with all things Good Dye Young by following @gooddyeyoung on Instagram. 

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Camille Nzengung

Camille Nzengung is a Features Editor at The Tease, where she covers all things hair. You can find her writing about the best hair products, the coolest hair trends, and all the exciting new hair launches. Send her a pitch: cnzengung@thetease.com.

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