Curl Up and ___ (punnily named hair salon) (3)

I believe the answer is:

dye

(Other definitions for dye that I've seen before include "Colour or stain something" , "Colouring; sounds like fade" , "Colour by dipping in liquid" , "Pigment" , "Colouring liquid" .)

I've seen this clue in The New York Times.

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