Bleach London is Coming to America: 10 Things You Need to Know

10 Things To Know About Bleach London's New Dye Spot In Los Angeles

Buzzing ASMR sensations, electric dip dyes, amorphous shapes, neon light and a little Nirvana­—enter the mind of Alex Brownsell, the original Y2K cool-girl colorist who pioneered the experimental dip dye movement we know as Bleach London.

On a late morning in May, over a Zoom call because 2021, we talked all things Bleach, colorful dye jobs and Gen Z with the “entreprenhair” who co-founded and creatively directs Bleach London. Alex has come a long way from 2010, when she first took…