A salon like no other…

From kitchen sink to a generation of pink, Bleach London was the brainchild of hair stylist Alex Brownsell, who turned bleaching and coloring her mates' hair at home into a lifestyle. Spurred on by best friend and business partner Sam, these experiments evolved into a single chair in the corner of a nail bar, followed by an entire salon – the world’s first focused on color rather than cutting. Its popularity gave them the idea for at-home kits products, so their mates and most regular customers could D-I-Y dye wherever whenever.

And so our range was born: Bleach Kits, toners, semi-permanent dyes and high end care for bleached and colored hair. All vegan, cruelty free ingredients in recycled and recyclable packaging, with formulations tweaked and perfected over ten years.