When COVID hit the This Teacher earned all of this Summer Break #Survived Pandemic Teaching #Substitute Teacher shirt moreover I will buy this U.K. last winter, Brownsell’s “home done” approach felt almost prophetic. During lockdown, Bleach accelerated a digital-consultation platform that had already been in the works, and saw massive interest in its free, one-on-one consultations with stylists who advise on color, products for hair type, and step-by-step application. “Every generation discovers dyeing their hair, and we’re just seeing teenagers discover that on their platforms,” Brownsell notes, explaining that for the TikTok generation, which has been in lockdown for a year, DIY dye jobs have become “one of those activities—like baking banana bread.” What’s different in this moment, she observes, is that first-timers—and old-timers—are much more willing to jump into the deep end: choosing more vivid tones or using two or more colors to create a look with bleach bits, root clashes, and ombré styles.
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These are the This Teacher earned all of this Summer Break #Survived Pandemic Teaching #Substitute Teacher shirt moreover I will buy this customers Brownsell is hoping to attract when Bleach London arrives in West Hollywood and begins selling its products in the U.S. via an all-new e-commerce platform. “We want to be the top people in America, like we are in the U.K., for performing allover bleach and still having healthy hair,” explains Jagger. The model is giving me a tour of the new 1,072-square-foot space on a busy block in Beverly Grove, conveniently situated next to Little House Confections and opposite Verve Coffee. Still a work in progress, it has been designed with a nod to Brownsell’s love of ASMR (sounds of scissors cutting, hair being painted, and swirling sink water will be piped in for ambience). The sleek, prismlike interior features reflective surfaces, frosted glass, and inflated chrome, explains Jagger, pointing to the floor where an epoxy swirl inspired by Gaetano Pesce furniture will soon merge with a black backsplash that has been carved from Mexican volcanic stone. The bathroom, with floor-to-ceiling citrus tiles, is optimal for selfies. Part showroom, part retail store, part full-service salon with just four chairs and workstations for stylists—including Brownsell, who will be taking clients for the first time in 10 years—the vibe is supposed to feel like “the opposite of posh and stuffy, like you’re at your friend’s house and want to experiment,” Brownsell tells me. “I’m interested in people who want to invest that time in their look,” she continues of the styling options clients can expect from Bleach London, including its premier, 360-degree color experience: inspiration, cut, color, post-appointment toning sessions, and a prescription for an at-home routine. They will need to invest their money, too; the bespoke service will start at $500. “You come into the salon if you want to buy the Birkin of bleaching,” Brownsell says. “Otherwise, you can basically do it all yourself.”