Bleach
The home of experimental hair colour.
| Date | Investors | Amount | Round |
|---|---|---|---|
N/A | Series A | ||
| Total Funding | 000k | ||
Bleach London emerged in 2010 as the world's first salon exclusively focused on hair color, a concept conceived by hairstylist Alex Brownsell and her business partner, Sam Teasdale. Brownsell's journey began at age 12 in her mother's salon, and her passion evolved from coloring friends' hair in her kitchen to a single chair in a nail bar, and eventually, a full-fledged salon in East London. This disruptive approach, prioritizing creative color over traditional cutting, quickly cultivated a cult following.
The company operates a hybrid business model, combining salon services with a robust direct-to-consumer (D2C) and retail product line. Revenue is generated through its physical salon locations in the UK and the US, and more significantly, through the sale of its at-home hair products. These products are distributed via their e-commerce platform and through major retail partnerships with stores like Boots, Walmart, and Cult Beauty. The D2C segment experienced substantial growth, particularly during 2020, with sales increasing by 600% and a bleach kit selling every 15 seconds during the initial lockdown period. The company has successfully raised $12.8M in funding to support its expansion.
Bleach London's core offering is a comprehensive range of vegan and cruelty-free at-home hair products, including bleach kits, toners, semi-permanent dyes, and specialized haircare. A key feature is providing professional-standard formulations that allow consumers to achieve salon-quality results at home. Products like the Reincarnation Mask, a bond-repairing treatment, and their extensive line of 'Super Cool Colours' are central to their brand. The company has also expanded into creating digital salon services, such as virtual 'Hair Party' consultations, to guide customers through the dyeing process. All product packaging incorporates recycled and recyclable materials as part of a commitment to sustainability.
Keywords: hair color, DIY hair dye, vegan beauty, cruelty-free haircare, direct-to-consumer, salon services, beauty retail, Alex Brownsell, Sam Teasdale, professional haircare, at-home bleach kits, semi-permanent color, hair toners, sustainable beauty, London salon, US expansion, beauty e-commerce, bond-repairing hair treatments, creative hair color, fashion hairstylist