BLEACH London opens first US salon

BLEACH London opens first US salon

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.”

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