Pure Beauty

Bleach London announces global expansion

By Sarah Parsons | Published: 23-Apr-2021

The professional dye and at-home hair care brand is best known for its brightly coloured hairstyles

Bleach London, the British hair care brand, is expanding into the US.

The professional and at-home hair dye company is launching exclusively via a branded salon and a newly launched e-commerce platform dedicated to North American-based consumers.

Dubbed the 'grungy salon that pioneered the dip-dye', Bleach London is best known for its brightly coloured hair dyes and styles.

Open from June, the salon is based on West 3rd St., Los Angeles, and will see co-founder Alex Brownsell take on new clients for the first time in ten years.

Bleach London’s books will open for waitlist appointments in the exclusive four-seat salon and consumers can schedule an US$1,000 colour treatment with Brownsell.

The brand's range of at-home dyes and kits will also be available to shop online from May and in salon from June, alongside free digital salon services.

According to Bleach London, its at-home colour business soared as a result of lockdown, with one Bleach Kit selling every 15 seconds in 2020, and the brand has sold over $40mn worth of products in the UK to date.

You may also like