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A few minutes on the color a stylist kept secret for a decade, the friends who finally bottled it, and the kit you can earn with points.
Forty-two seconds from their own channel: the faces of the anniversary campaign, each wearing an original GDY shade.
In Paramore’s Riot! era, Hayley Williams wore a fiery neon orange. For years, fans, editors and other stylists begged to know how to get it.
Her best friend, Brian O’Connor, had mixed it himself at a Nashville salon for the Misery Business video. He kept the formula secret for ten years.
In 2014, Hayley showed Brian a page from her journal: a brand name, and a sketch of what the packaging might look like.
In 2016 the two launched Good Dye Young, and the secret formula finally shipped. They named the first shade Riot.
The secret formula became Riot, the first color they bottled, and it is still the flagship. The other two are true stories, just other shades and other heads: the pink is Ex-Girl, named for Gwen Stefani’s hair, and Brian really has colored for Fall Out Boy.
To go bright you bleach, and then traditional dyes finish the damage. Hayley was tired of color that killed her hair. So they built something better.
Their promise, on every page: vegan and cruelty-free formulas that treat hair well while they color it.
Every original shade is a pop-culture story. Scroll through all eight.
Their words: a better world through connection, expression, and creativity. Tap each one to see who it funds.
Every June, Hayley and Brian write to their community. One line says it all.
“We see you, and we’ve always been here for you.”
Hayley Williams & Brian O’Connor, to the GDY community
One box, lightening to tools. Tap each part and add it up.
Propeller Premier unlocks the top shelf of rewards. The full Vivid Hair Color Bundle, a $56 value, redeems entirely with points and ships free.
Their sign-off, on every tote and tee. Take it with you.
Get the bundleRedeem with points on Propeller
Or just claim your 100 points with the code.
Made by Propeller, about Good Dye Young