Bleach London opened its doors 10 years ago as the world’s first salon to focus on colour rather than cutting. Founded by celebrity stylist and international hair colour expert Alex Brownsell, Bleach London quickly gained popularity, becoming the go-to spot for the best bleached, blonde and brightly coloured hair. To make it easy for DIY-dyers to express themselves through hair colour at home, Alex launched the Bleach London product line. Tested and perfected in her salons’ sinks over the years, the range of vegan, PETA-approved bleaches, toners, semi-permanent colours and hair care are all specially developed for DIY, with safe formulas and easy-to-follow instructions. There’s also loads of hair dye knowledge and tips from the Bleach stylists available online, including a science-led Bleach Lab YouTube series and articles to help customers DIY bleach and dye.

Bleach London’s products are for everyone to use and have fun with at home. Whether you’re bleaching and dyeing your own hair for the first time, getting rid of unwanted brassy yellows in your bleach blonde or picking a new hue from the kaleidoscope of gentle, semi-permanent hair dyes, the products are for all hair types, genders and ages, and are made to experiment with!