THE UNITED STATES OF BLEACH

I’m not a blonde, I’m a Bleach explores and celebrates self-expression, reinvention, identity and freedom through hair colour. 

Featuring dye-hard Bleachers from across the US, the ‘Bleachy heads’ photo series was captured in a vintage film photo booth set up in our famous Bleach LA salon. The resulting DIY-style images showcase collective attitude to individual self-expression and dyeing what you want, forever!

What does being a Bleach look like, feel like, think like? What does it mean to an individual to change their hair? 

“What makes a Bleach is being unapologetically yourself.” -Hazi

“When I was finally allowed to [dye my hair] it opened the doors for me to be whatever I wanted to be.”-Jasmine

“It really affects how you accept change in the rest of your life if you’re  willing to change your hair.” -Georgia

 “It feels almost like when people say you're fitting into your own skin, but at the same time it’s like you’re busting out of it.”-Will

“People being okay with bleached and dyed hair is a great movement toward being more accepting of people in general.” - Leo

Watch the film for more thoughts from our models.