The British are coming! Brace yourselves for Bleach London! The U.K.’s coolest salon is bringing their signature cuts and Instagrammable dye jobs stateside with the launch of their first-ever U.S. salon in Los Angeles.
Set to open in mid-June, Bleach London’s U.S. outpost promises to be the go-to destination for West Coast color addicts. The intimate four-chair salon will be headed by co-founder and superstar colorist Alex Brownsell (her clients are Harry Styles and Florence Welch), who will be stepping behind the chair to take on new clients for the first time in a decade and provide an exclusive $1,000 bleach experience which promises to be “the best bleach in town,” according to WWD.
“I’m interested in people who want to invest that time in their look,” said Brownsell, “ I want everyone to have the best experience, busting the myths around bleaching and empowering people to experiment with their hair while keeping it healthy.”
An incredible team of transatlantic stylists will be on hand to assist Brownsell with offering Bleach London’s trademark 360-color experience which includes a consultation, mood boarding, cut, color, blowouts, 30-minute post appointment toning sessions, and product recommendation for an at-home routine (prices start at $500 and go up to $700 for appointments with a senior stylist). In addition, clients will also have the opportunity to shop Bleach London’s cult-favorite range of at-home dyes and box kits ($13-25) in the salon as well as from the comfort of their home, thanks to the brand’s new U.S. platform.
“We want to be the top people in America, like we are in the U.K., for performing all-over bleach and still having healthy hair,” model Georgia May Jagger told Vogue. Jagger has been an investor in the brand for the last five years and according to Brownsell, it was Jagger’s idea to open a salon in L.A.
“I always struggled a bit to find somewhere to get my hair done here — a lot of the salons are based on this quite intense, old-school feeling of Hollywood, so I felt there was something missing in the market,” said Jagger, who resides in L.A.
Bleach London’s new hair hotspot certainly fills that void. Brownsell describes the salon’s atmosphere as “the opposite of posh and stuffy.” From the minute that clients walk into the space, they are in for a multi-sensory experience, thanks to the ASMR reception delivering sounds of hair scissors cutting and swirling sink water as well soft, fluid forms being projected around the room. Not to mention, the salon’s super sleek interior features iridescent floors, reflective surfaces, sink basins made from volcanic stone, and a bathroom decked out in floor-to-ceiling orange tiles that’s just waiting to be Instagrammed.