‘Teenage dirtbag’ nostalgia catches on in beauty

Founded in 2016 and launched in Sephora in 2018, Good Dye Young saw a sales surge during the hair-dye craze of the pandemic lockdown, said O’Connor. He pinpointed this as a turning point leading to a more rebellious streak in beauty overall. “People realized that they had the freedom to be themselves. There was no job, employer or office work setting; no school administration; no teacher telling you, ‘You can’t do that because it’s distracting,’” he said.