New brand Paradyes expands hair colour range

New hair dye brand Paradyes is swiftly expanding its product offerings and has just launched six new hair colours in its ‘Jewel Tone Series’. The brand also plans to launch its own range of bleach in the future.

Paradyes tapped into the trend of at-home hair dying during lockdown and has swiftly expanded its line of brightly coloured hair colours. The brand’s latest Jewel Tone Series launch features colours including emerald green, sapphire navy, and amethyst plum, the brand announced on Facebook.

“Paradyes has great things planned – we’ve launched six new colours under the Jewel Tone Series,” the brand’s founder Yushika Jolly Raghuvanshi told Elle India.

“They are deeper and richer hues than our previous range. We also have a line of hair care products for colour protection, permanent colours and other forms of temporary dyes in research and development right now.”

Raghuvanshi, whose father owns a hair dye manufacturing business, began her brand in her father’s factory. The brand aims to bring brightly coloured hair dyes to the Indian market and uses herbal extracts in its products.

“The colours are pretty bold, so I did not expect the brand to get so big early,” said Raghuvanshi.

“But when I kept sharing pictures of people who have tried the product on social media, I think it generated a lot of interest in others to try it themselves. Also, we formulate the dyes in a way that it will make the look and feel of bleached hair better. We also sell conditioners separately, making our products always satisfactory for users. Thus, we have seen a spike in our followers.”