OUR STORY: Hairstylist Alex Brownsell started Bleach London in her kitchen sink, bleaching and dyeing friends' hair with homemade colours until her number one customer convinced her they needed to turn the idea into a real life thing. The result was the world’s first salon focused on colouring rather than cutting. Ten years, three locations and a groundbreaking product launch later, Bleach London now ships our ever evolving selection of hair care and colour all over the world. ECO FESTO: Our entire hair range is vegan, cruelty free and PETA approved as part of their Beauty Without Bunnies programme. We prioritise the use of recycled or recyclable packaging, and are always looking to improve the sustainability of the brand. HOW TO USE: Colour is usually step three on your hair journey. Apply your dye to bleached and toned hair to get the hair you've always wanted! Lasts 2-30 washes. Apply a mix of your Super Cool Colour and Reincarnation Mask once a week for custom colour maintenance, while also nourishing strands. Reapply the Super Cool Colour as needed. SUITABILITY: Our gentle, semi-permanent Super Cool Colours are for all hair types! Odd Fuchsia works best on hair that's been bleached and toned with icy White Toner. The best way to check the colour your hair will go after using this dye is with a strand test. Odd Fuchsia Super Cool Colour turns bleached and toned hair a cool, raspberry pink that lasts up to 30 washes. The fuchsia's bright, the fuchsia's odd.