Beautybyfrieda

Van DIY bleaching in een badkuip in Oost-Londen tot de kapsels van artiesten als Rihanna, Paris Hilton, Bella Hadid: dit merk heeft de afgelopen tien jaar wereldwijd een kleurenrevolutie ontketend.

Bleach London begon ooit underground, met jonge Londenaren die hun haar kleurden in een mix van keukens, badkamers en tijdelijke salons. Inmiddels is dat initiatief uitgegroeid tot een beweging die zichzelf omschrijft als een “cultuur van kleur”. Na een succesvolle lancering in de VS, waarmee de omzet internationaal boven de 100 miljoen dollar uitkwam, zet Bleach zijn eerste stap op Europese bodem. In samenwerking met Kruidvat komt het assortiment naar maar liefst 1215 winkels in Nederland en België.

Oprichtster Alex Brownsell

Bleach is opgericht door Alex Brownsell, inmiddels een gevestigde hairstylist met wereldwijde mode-credits. Wat begon met experimenteren in de badkamer bij vrienden, groeide uit tot salons, een internationaal productassortiment en talloze beroemdheden die hun kapsel aan haar toevertrouwden. Alex maakte haarkleuring toegankelijk voor iedereen: zelf doen, maar wel met professionele resultaten.

Al vanaf haar twaalfde stond Alex in de kapsalon van haar moeder, waarna ze op haar zestiende naar Londen trok. Daar viel ze op met haar kenmerkende ijzig witte bleach en durf om met kleur te spelen. Nog geen tien jaar later had ze haar eigen salon en productlijn. Wat volgde was een wereldwijde expansie en een leger fans dat dankzij Bleach zelf experimenteert met tinten van pastelroze tot zilver en van blauwgroen tot neon.

Interview met Alex Brownsell

Met de komst van Bleach London naar Kruidvat wordt het merk voor Nederlanders toegankelijker dan ooit. Vorige maand opende het merk voor 2 dagen een pop-up store in Amsterdam, naar aanleiding daarvan mochten wij Alex interviewen. Hieronder kan je het volledige interview lezen in het Engels. 

Intro / Brand & Identity

Frieda. For those who don’t know Bleach London yet – how would you describe the brand in one sentence?

Alex. Bleach London is a creative, hair colour brand that believes self-expression should be accessible to everyone.

Frieda. You’re known for your creative and sustainable approach. What makes Bleach London different from other hair dye and haircare brands?

Alex. We’ve always mixed salon expertise with a DIY spirit. Everything we make is vegan and cruelty-free, and we’re constantly rethinking how to make professional results achievable at home without compromising on care. Our packaging is recycled and recyclable, but sustainability for us also means longevity – making products that perform brilliantly so you use less, waste less and love your hair more.

Frieda. Your roots are in London – how does that London underground energy translate to a city like Amsterdam?

Alex. Amsterdam has the same creative heartbeat – full of individuality, experimentation, and people who don’t take themselves too seriously. There’s a shared sense of openness and curiosity. Both cities celebrate self-expression in everyday life, which is exactly what we stand for.

Pop-up Amsterdam

Frieda. Why did you choose Amsterdam as the location for this pop-up?

Alex. Amsterdam’s always had this electric, creative energy which feels very aligned with Bleach. It reminds me of East London in our early days – people are expressive, open minded and unafraid to try something new. We’ve also had so much love from our Dutch community online for years  it felt like the right time to show up IRL and celebrate that connection.

Frieda. What can visitors expect when they walk into the pop-up store?

Alex. It was like stepping inside the Bleach universe – full of colour and creativity but with the risk of something brand new.

Frieda. Are there any exclusive products, offers, or experiences that are only available during this pop-up?

Alex. Yes, we had limited edition bundles, early access to a few new shades, and legendary stylists like Jackie Bieber over from LA!

Frieda. How do you plan to connect with the Dutch community and fans during this event?

Alex. We wanted it to feel like a dialogue, not just a brand popping in, but a real exchange with the people who inspire us, which is why all cuts and colour were free. We wanted to thank the Netherlands for being so welcoming of our brand!

Trends & Inspiration

Frieda. What hair trends are you seeing emerge right now, both in London and internationally?

Alex. Cherry red, plum, and violet tones are definitely having a moment. They feel luxurious but still playful. There’s also a move towards natural texture and shine, with people focusing more on condition and depth of colour rather than just brightness. It’s about healthy, dimensional hair that still feels expressive.

Frieda. How do street culture, music, and art inspire you when developing new colours and products?

Alex. Bleach was born out of East London night life, so we’ve always looked to street style and subculture before the runway. I’m lucky enough to do a lot of musicians and artists’ hair (in the last month I’ve done Anna Calvi, Naomi Scott, Isamaya Ffrench and Tim Burgess from the Charlatans) so am constantly in dialogue with (and inspired by) people creating culture. The brand is just a bi-product.

Frieda. What do you think is the most iconic Bleach London look of all time?

Alex. Probably Georgia May Jagger’s rose-blonde. That imperfect, Polaroid-pink tone captured what Bleach is about – fearless, fun and never overdone.

Sustainability & Future

Frieda. You have a strong focus on sustainability – from packaging to ingredients. What are the biggest steps you’ve taken so far?

Alex. We were one of the first hair brands to move to recycled / recyclable packaging and we’ve kept everything vegan and cruelty-free from day one. But beyond packaging, we’re focusing on performance – creating formulas which are long-lasting, gentle and reduce the need for constant re-colouring.

Frieda. How do you see the future of beauty and haircare in relation to sustainability?

Alex. People want to know what’s in their products and how they’re made. The brands that last will be the ones combining science, creativity, and accountability. It’s not about greenwashing, it’s about pioneering real progress in our industry.

Frieda. Are there any new innovations or product lines your fans can look forward to soon?

Alex. Yes! Because new products and formulas require lots of rigorous testing I can’t say too much, as some of these ideas are years in the making.

Personal & Closing

Frieda. What’s your own favourite Bleach London colour or product?

Alex. Reincarnation Mask will forever be my go-to – it’s the product that keeps all our colours looking their best. But right now, I’m obsessed with our new Cherry Red permanent kit. It’s just unbelievable what it can do to dark hair without any bleach

Frieda. If you had to describe Amsterdam in one colour, which one would it be – and why?

Alex. Cherry blossom – which I was lucky to see in Blosempark earlier this year – it’s light, bright, and full of character!

Frieda. What do you hope visitors will take away from the pop-up experience, besides maybe a new hair colour?

Alex. I want people to leave feeling inspired to try something new, even if it’s subtle, and to have their love of hair reinvigorated.

 

Kijk voor meer informatie en alle kleuren op de website van Bleach London. Voor het Bleach London assortiment bij Kruidvat kijk je hier.

XO Frieda

 

 

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