Alex Brownsell

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.