Founded in 2016 by musician Hayley Williams and her best friend (and longtime stylist) Brian O’Connor, Good Dye Young is a Nashville, TN-based fashion hair dye company specializing in vegan, cruelty-free hair products. Through their products, they aim to build an all-inclusive community centered around creativity and self-expression.
Right from the start, Good Dye Young’s vibrant, semi-permanent hair coloring was a hit with folks in the pop-punk music scene—particularly fans of Hayley’s band, Paramore. Fueled by that success, it wasn’t long before the company decided it was time to expand its offerings and branch out to new audiences.
In recent years, they’ve expanded their lineup to include hair care and hair makeup products, and they’ve updated their branding to look more high-end. Through it all, they’ve stayed true to their roots. “We want to look like an elevated and reputable brand,” says Jackie Myers, Marketing Manager at Good Dye Young, “but we’re still a fun, quirky company that’s selling neon orange hair.”
The new products and branding helped Good Dye Young increase sales and reach new audiences, but to maintain that growth, Jackie and the team knew they needed to rethink how they communicated with their customers.