Bleach London goes stateside with LA salon and online launch

Hair colour and salon brand Bleach London is taking its offer stateside with the launch of an exclusive LA salon and new US web platform for its kaleidoscopic collection of at-home dyes.

Bookings for the flagship four-seat US salon will start to be taken in May, ahead of its grand-opening in June.

Clients will be able to book a $1000 colour experience with co-founder Alex Brownsell, who will be taking on new clients for the first time in ten years.

Brownsell will be supported by a handpicked team of top tier transatlantic stylists “with unparalleled editorial experience.”

Bleach London’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 offering expert guidance on home colouring.

Bleach, which currently has three salons in London, sold one Bleach Kit every 15 seconds in 2020 as the brand found growing success with consumers hunting for “boredom beating” at-home colour in lockdown.