The somewhat iconic youth brand Bleach London racked up more than 36 million views and 2.2 million likes on social media in the final 3 months of 2025. That’s phenomenal, and testament to its lasting popularity.
We were thrilled to have Bleach London and founder Alex Brownsell at the Colour World Genius Awards 2025. She is championing the Student Genius of the year title and it was good to see support for the new generation for our colour industry.
Now Bleach London has officially launched into Europe with a launch in the Netherlands and Belgium. Yep, these renowned products are now available at Kruidvat stores nationwide.
Here in the UK, we know Bleach well for bold, rule-breaking colours and ‘fearless creativity’. As a brand – and a salon space – Bleach London’s spirit of self-expression has global appeal. Having proved a smash hit on both sides of the Atlantic, the brand is ready to shake things up in the Netherlands and Belgium. Watch out! Vibrant energy and cult-favourite products to a new generation are incoming!.
What’s the story?
It’s been five years since Alex Brownsell launched the Bleach London brand in her East London bathroom. 2025 was a year of surging expansion online and off, with the brand’s viral success increasing its Tiktok reach and following by 600%.
Launching into new markets has also been a key focus with the Netherlands and Belgium while demand for bold, trend-focused hair colour remains high around the world, with Bleach London casting wide for new markets all the time.
Bleach London’s transparent, education-first approach has resonated deeply, inspiring experimentation and solidifying the brand as one of the most trusted voices in colour.
Bleach has reach
• Three salons in Dalston and Brixton, London plus West Hollywood, L.A
• +26% Colour performance Year on year
• +125% Blue Tick saw 125 % value uplift in the week following top-performing Tik Tok post
• 19.1 million views on it’s most successful TikTok post Watch Here
Popping up in Amsterdam
To celebrate the launch, Bleach London hosted a pop-up salon in Amsterdam with Alex Brownsell and joined by top Bleach London colourists and stylists Jade Hart (UK) and Jackie Bieber (US). They offered free bleach and colour transformations and showcasing their iconic products on Dutch soil for the first time.
Alex says: “Amsterdam’s one of the most colourful cities in the world, from the canal houses to the tulip markets to the art. So it’s an honour to add that little bit more. The pop up salon felt so right there!Amsterdam’s always had this electric, creative energy that reminds me of East London when we first started Bleach. There’s a strong DIY spirit and people aren’t afraid to experiment with identity and style, which aligns perfectly with what we stand for: self-expression, sustainability and not taking yourself too seriously.”
Go Alex and go Bleach London. Can’t wait to see what 2026 brings!
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At Colour World UK we believe in colourists being equally important as hairdressers to the success of a salon business! Clients deserve excellent colour services, embracing the importance of a great colour consultation through to end result. We salute manufacturers and brands offering a great product innovation which enables colour technicians to explore their creativity and offer a bespoke colour to every client. We offer colour conversation and inspiration for you to browse, and respect colour-focused education and events from what’s on and where to our own Colour World UK event which support our industry and promise to do our best to bring you news and information to help you succeed.