Bleach London’s permanent dyes transform hair (without using bleach)

For those looking to make a dramatic change to their hair colour, Bleach London is considered one of the best salons to head to, with brick-and-mortar locations in both the UK capital and Los Angeles. But, the brand hasn’t forgotten its roots, which began at founder) would dip-dye her friends’ hair in technicolour shades during the 2010s, creating one of the most coveted trends of the moment in the process.

‘When we switched our focus from bleach and tone and semi-permanent colour products to permanent colour products, we noticed that no permanent hair dyes were made for transforming your colour. Box kits are typically focused on colour matching and covering greys. Yet 48 per cent of the UK population has brown hair and needs a product that will transform their colour without the use of bleach.

In addition, two different kinds of pigments have been combined in the dyes. ‘There is a traditional permanent colour pigment that will penetrate and lock in deeper into the hair to ensure longevity of colour and there is direct dye pigment that will attach itself to the outer layers of the hair shaft, to add extra vibrancy to the shade,’ says Brownsell.

The kits come with different instructions for ‘Go Darker’ and ‘Go Lighter’ shades, so even for at-home first-timers, the application is pretty foolproof. Although, Brownsell has some additional tips. ‘I often see people not using enough product when colouring their own hair. Use plenty of product! Ensure your hair is fully saturated and you’ll get a beautiful result,’ she says.

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