THE WHAT? UK hair color specialist Bleach London has crossed the pond, opening its first salon in the US, according to a report published by Forbes.
THE DETAILS The West Hollywood location will offer the brand’s full range of color services, retail products and exclusive treatments, including a ‘thousand-dollar bleach’ from co-founder Alex Brownsell, who is heading up the US branch.
THE WHY? The brand’s digital arm saw meteoric growth over the course of 202, selling one at-home Bleach Kit every 15 seconds, Forbes reports. As Brownsell told Forbes, “With limited access to salons in 2020, we saw a large increase in customers coming to Bleach to use at-home kits and try experimental color for the first time. This growth has continued into 2021, and we’ve noticed our community has become more willing to experiment.”