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Two years since debuting their hair color line, goodDYEyoung, Paramore frontwoman (and consummate hair-color chameleon) Hayley Williams and her longtime hairstylist Brian O'Connor are expanding their brand—and their mission—in Nashville.
goodDYEyoung launched with semi-permanent hair dye back in 2016. The nine base shades are bold and vibrant (and, when combined with a fader, completely customizable). The conditioning formula, scented with essential oils like sweet orange and bergamot, is vegan and cruelty-free, too.
Last fall, the pair introduced Poser Paste, a temporary, pigmented styling paste geared for fans who can't commit to hair color long-term.
"It doesn't replace color, but it's an alternative," O'Connor explains. "It's meant to be something fun; another way to express yourself day-to-day without the commitment of a semi-permanent dye."
Poser Paste comes in Ex-Girl, a hot pink; Riot, a neon orange; Steal My Sunshine, a bright yellow; and Blue Ruin, a cobalt blue. The wash-and-wear product is buildable, mixable, and suitable for every hair type and color, giving the wearer creative control of both their hair color and style.
With a growing clientele base and the addition of Poser Paste, Williams and O'Connor wanted a more permanent, dedicated space for goodDYEyoungone that could serve other creatives in Nashville, as well.
"We wanted a space where we could really be creative, house the people who are working with us, and also bring in other artists to do collaborations," Williams says.
"It's definitely meant to be a mixed-use space," adds O'Connor. "We want to be able to host shows for folks, and if an artist needs a gallery area, it's a blank canvas."
The space, a former communion bread factory in 12 South, is light, bright, and airy, with pops of goodDYEyoung's signature neon shades throughout. Most of the furniture and fixtures are mobile, too, ideal for creative endeavors and artists of all kinds.
"We're obviously a hair dye company, but it's so cool to have this other part that's making up our DNA," Williams says. "We want to nurture the creative community that's here, because it's incredible, and hopefully we can bring something a little bit different to it and serve it well."
829 Gale Ln; gooddyeyoung.com