Alex Brownsell has revolutionised 21st-century hair colour, both as a celebrity hairstylist and founder of DIY dye empire Bleach London. She gained industry recognition for her exceptional technical ability from a young age, with her rule-breaking approach to bleaching and colouring setting her apart from both her peers and her influence. Opening her own salon in her shared flat at the age of 22, Brownsell quickly became the most sought-after stylist on the London fashion scene, becoming synonymous with every late noughties hair trend going, from the dip dye to full heads of grey, white and pastel pink. Now the colourist of choice for Hedi Slimane’s Celine, Alex spent a decade working for Gucci under Alessandro Michele and regularly shoots editorials for the likes of Dazed, i-D and Vogue. 

Alex turned dyeing friends’ and clients’ hair at home into the world’s first salon focused on colouring rather than cutting, the iconic Bleach London. Ten years, four locations and a groundbreaking product range later, they now ship an ever-evolving selection of home bleaches, toners, colour and care products all over the world. All formulas are vegan and cruelty-free and come with expert instructions, disseminating Alex’s years of knowledge to allow consumers to colour their hair like a professional in no time.  

The range retails in Boots, Superdrug, Walmart, CVS, Look Fantastic, and many more.  

For more information, visit BleachLondon.com or follow @bleachlondon