Food-inspired hair dye: Actress Julia Fox backs novel Velveeta Gold hair color launch

To launch the limited-edition, semi-permanent hair dye, Velveeta partners with actress Julia Fox, known for her “daring and different” styles. Fox debuted her gold hair courtside at a basketball game in New York City, US. “Fox is a trendsetter that bucks convention in favor of her intuition, embodying the brand essence and La Dolce Velveeta mindset,” says the food and beverage giant.

“When Velveeta shared what their brand is all about, it truly resonated with me, as I am always trying to live life to the fullest and go all in for the things I love. I love my pasta and cheese, so Velveeta is an immediate yes, and Velveeta Gold hair is a look I can totally get behind.”

The hair dye comes in a four-ounce jar, which the company says is enough product to cover a head of short hair.

For best results, Kraft Heinz suggests applying the dye thoroughly and evenly to dry hair and allowing it to process for twenty minutes before using a mild shampoo to rinse until the water runs clear.

It is available on Amazon for US$7.50 — the price of a Velveeta cheese loaf.

“We are always looking for new ways to help fans live La Dolce Velveeta, and hair was the perfect place for us to invite pleasure seekers to proudly express themselves and show off their unique style and individuality,” says Stephanie Vance, brand manager at Velveeta.

Beauty brands have been exploring gourmand scents and food-inspired products. As research firm Innova Market Insights says the industry would continue to see more parallels in food and personal care trends.

Food Ingredients First