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Discover: Bleach London's Ultimate Bleaching Prep Guide

Bleach Co-Founder Alex Brownsell kicks off the Bleach Lab, the brand's new video series, with her bleaching prep guide.

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BLEACH LONDON

Bleach London was founded by hairstylist Alex Brownsell in 2010 after she spent years bleaching and colouring her friend's hair from a bathroom sink. Spurred on by her friend and her business partner, Alex noticed a gap in the UK hairdressing industry for a salon dedicated to hair colouring and bleaching. After operating from a single seat inside a nail salon, Alex expanded her services and opened her first salon in London.


The salon grew incredibly popular and in 2013, it became clear that there was a demand for Bleach London products throughout the UK. Millions of women prefer to colour their hair at home – without the expense of a salon visit. Inspired by this, Alex created her own line of bleaching, toning, and colouring kits made from formulas Alex spent 10 years perfecting, so that she could deliver magical salon-worthy colours from at-home applications.


Bleach London continues to grow its product range from semi-permanent hair colours to moisturising masks and serums for post-bleach care.