Hair dye brand and salon chain Bleach London has been going from strength to strength since it was first launched in 2010, as founder Alex Brownsell explains
Trying out new things and hanging out with friends is part and parcel of the average teenage experience.
For Alex Brownsell, founder of beauty brand Bleach London, it was these formative years where she would dye her friends’ hair for fun that made her realise what she wanted to do in life.
Moving to London from the Midlands at 16 saw her train as a hairdresser, working with top stylists and building a network that soon resulted in her working on hair from a single chair in the corner of a nail salon.
Her own salon in Dalston, east London, followed and as of today, Bleach London has three salons in the UK and the US. Its new look and packaging also led to a 300% increase in sales at Walmart and strong early results in the UK.
Retail Week spoke to Brownsell to find out more about the brand’s growth journey over 15 years, where it plans to go next and the innovation behind its hair care.
What has the growth journey been like in the past few years?
“The turning point came when Boots approached us to develop a range aimed at bringing younger customers back to their stores. It was a big success and within five years, we bought ourselves out of the licence and launched across UK retail independently.
“We set our sights on the US about five years before making the move. I knew that for longevity, we needed to build something authentic, so we started by opening our LA salon – even amid the challenges of Covid and Brexit. Then Walmart reached out and four years later, the US business is growing strongly. I’m proud we played the long game.
“Of course, this is just the highlights. We’ve faced many twists and turns, from failed product ranges and operational disasters to near bankruptcy. But I’ve always believed in keeping going and knew Bleach had a future, whatever happened.”
What makes you unique from other hair care brands and salons?
“When we opened our first salon, no one had ever focused purely on colour-over-cut, and that commitment has shaped everything we’ve done since. Our goal has always been to make the best hair colour in the world, so efficacy and quality are non-negotiable, even if it occasionally means compromising on profit.
“We’re a professional brand at our core, but we were born from a rebellious place. I wanted something that felt fresh, cool and totally unsexy in the best way.”
Can you talk about the innovation in products and salon services?
“It’s always been about creating what doesn’t exist, or doing it better if it does. Whether it’s dust-free bleaches, less-staining dyes, improved box kits or breakthrough formulations, we focus on whether it delivers the right results for customers. We love developing shades that aren’t available anywhere else, often because the formulations are technically challenging.
“Our most recent innovation is the No Bleach London Permanent Dye range – our first step into permanent colour. We knew we had to bring something truly new to the market for our first permanent dyes. This range is designed to transform even the darkest bases without bleach. Customers were searching for a box kit that actually works on dark hair. TikTok thought it was fake at first, but now the range has built a massive following. In the last eight weeks alone, our vivid permanent TikTok content has had over 30 million views and 30,000 comments. It’s wild.”
Which markets are Bleach London in and which retailers stock your products?
“We’re in six markets. The UK, US and Canada, and we launched in the Netherlands, Belgium and South Africa in June this year. In the UK, we’re stocked by Boots, Superdrug, Lookfantastic, Asos, Beauty Bay, Tesco and Sainsbury’s.”
Are you planning to expand or develop new ranges? Enter new markets?
“On the product side, we’ve only just begun to tap into the permanent hair colour category, which represents around 80% of the market. No Bleach London has had an incredible response, with several products becoming instant bestsellers. We see 2025 as a breakthrough year for this range and we’re investing heavily in its growth.
“Right now, we’re actively exploring opportunities across several European countries, as well as further afield in places like Australia. We’re also focused on expansion into markets where there’s a clear gap. Places like Poland, where there’s a vibrant youth culture but no bold, expressive colour brand like Bleach.”
No comments yet