Fragrance house

BLEACH LONDON

BLEACH LONDON began in 2010, when hairstylist Alex Brownsell developed experimental hair-colouring work from home and opened a small space behind WAH Nails in Dalston, east London. Brownsell and Samantha Campbell formed the founding duo, combining fashion-hairstyling and colour expertise with business experience. The salon developed into a colour-focused concept centered on hair colour rather than cutting, and the brand later moved beyond services into at-home bleach kits, toners, semi-permanent dyes, and care products. Its public creative identity is grounded in vivid, experimental, deliberately non-traditional colour; Brownsell’s work with fashion houses including Gucci and Celine also helped shape that profile. Bleach Salons Limited, trading as Bleach London, entered administration on 7 December 2022, and Alisha Dobson had taken over ownership of the London salons by January 2023. In June 2024, George Keune was recorded as a person with significant control of BLEACH LONDON HOLDINGS LIMITED, while Eelco Keune and Wouter Jan van de Pol were appointed directors. In 2023, the brand also announced plans for its first permanent hair-colour range.