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. “It’s very different, and actually, I was talking about it this morning and kind of complaining about it, to be very, very transparent with you,” she shared of being immersed in the beauty industry. “It’s just the beginning for us in this world, and there are days where I feel so uncomfortable, because the norm in beauty is to look very sexy…that’s what’s been the most trendy, the last five to 10 years

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