Sephoria, Sephora’s Beauty Festival, Returns to L.A.

“We’re the f–king weird kids at Sephora right now,” said Paramore’s Hayley Williams on Saturday morning at Sephoria — the multinational chain’s second annual beauty festival — at the Shrine Auditorium and Expo Hall in downtown Los Angeles. “It reminds me of being a teenager and kind of gives me that underdog feeling, which is great fuel for business I find.”

Williams and longtime hairstylist Brian O’Connor, who’s created some of her memorable hair color looks, are behind Good Dye Young, the semipermanent, vegan and cruelty-free hair color line found at Sally Beauty and, natch, Sephora. The brand is expanding into hair care, she said. The company has released a hair primer, scalp treatment and conditioner and plans to have more products out by the end of the year.

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