Velveeta Gold allows fans to showcase the yellow hue of Velveeta cheese on their hair.

License Global

April 2, 2024

1 Min Read
Velveeta Gold Hair Dye.
Velveeta Gold Hair Dye. Velveeta

Velveeta, a Kraft Heinz Company brand, is launching its first hair dye: Velveeta Gold. Inspired by the yellow hue of Velveeta, the limited-edition, semi-permanent hair dye isn’t just a change in hair color, but what the Kraft Heinz Company calls “a declaration of a bold and confident attitude.” 

“La Dolce Velveeta is a lifestyle – always confident and forever in service of living by your own rules,” says Stephanie Vance, brand manager, Velveeta. “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.” 

To launch Velveeta Gold, the brand tapped a celebrity known for self-expression and unapologetic boldness: Julia Fox. Julia debuted her new hair for the first time courtside at this past Sunday’s basketball game in NYC.  

“The signature Julia Fox vibe is something that can’t be explained and one that exudes confidence and continuously pushes the boundaries of the status quo,” says Fox. “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.” 

Related:Velveeta and Compartés Launch Truffvels

Velveeta Gold semi-permanent hair dye comes in a four-ounce jar, which is enough to cover a head of short hair. For best results, apply thoroughly and evenly to dry hair and allow the product to process for twenty minutes before using a mild shampoo to rinse until water runs clear. The hair dye will be available on, while supplies last. 


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