East End hairdressing sensation Bleach London is attempting to crack America with its first US-based salon in West Hollywood. With a transatlantic team led by founder and colour expert Alex Brownsell, its mission is to offer “the best bleach in the world,” with an unrivalled salon and at-home colour and aftercare experience.
But a world-class colour isn’t the only reason to visit. Designed in collaboration with leading interior designers, the Bleach LA salon itself is equally impressive, offering guests an immersive audio-visual experience. Fluid forms illuminate the salon’s ceiling and walls, simulating the sensation of a colour treatment from a hair’s eye view. Meanwhile, a one-way mirror wall divides the reception from the private salon stations, where everyday objects take on abstract forms. From a hand-carved black marble sink to a colour-saturated epoxy floor and sound bath basin installation, Bleach LA offers a sensory experience unlike any other.
Since opening its doors in Dalston in 2010, Bleach London has redefined the hair sector with its pioneering techniques and iconic colour range. Today Alex Brownsell is an industry authority influencing a cultural movement, with Bleach collaborating on countless magazine covers and fashion week runways. Its home hair dye brand has sold over $40 million worth of products in the UK to date, becoming the go-to colour for at-home touch-ups over lockdown.
