Alex Brownsell, a Midlands native who began her hairstyling journey at the age of 12 in her mother’s salon, has significantly influenced the hair industry. Her early experiences laid the foundation for her innovative approach to hair color. After moving to London at 16, she secured an apprenticeship at Daniel Hersheson, where she honed her skills and gained exposure to the fashion world. By 19, she was assisting on fashion shoots, marking the beginning of her career as a session stylist.

In 2010, Brownsell co-founded Bleach London with Sam Teasdale, establishing the world’s first salon focused solely on hair color. Initially operating from a single chair in the back of WAH Nails in Dalston, the salon quickly gained popularity for its bold, unconventional hair colors. By 2013, Bleach London expanded into retail, launching a product line with Boots that brought salon-quality, vegan, and cruelty-free hair dyes to a broader audience.

Beyond her entrepreneurial ventures, Brownsell has made a name for herself as a sought-after session stylist. Her portfolio includes collaborations with brands such as Gucci, Celine, and Burberry, and she has styled celebrities like Florence Welch and Georgia May Jagger . In 2025, Bleach London celebrated its 15th anniversary by relaunching its iconic semi-permanent range with new packaging and a campaign emphasizing color as a form of creativity. Additionally, the brand introduced the Super Cool Colour Fund to support young creatives lacking access to investment.