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. Our promise is to improve the sustainability of our business and put the environment at the heart of everything we do. HOW TO USE: Plastic gloves, bleaching powder, developing lotion (30vol/9%) and Seal The Deal anti-breakage treatment. One kit for very short, cropped hair and roots up to 2.5cm long. Over 2.5cm long, you'll need two kits. For shoulder length hair three kits. For hair that's below your shoulders, you'll need three to four kits. We do not advise bleaching hair longer than chest length at home. If your hair is very thick or it's the first time you're bleaching, we recommend adding an extra kit. SUITABILTY: Unbleached hair, dark blonde to dark brown hair, root regrowth. PURPOSE: Lightens hair by removing natural colour pigments to create the perfect blonde base for adding toner and colour. Get your lightest, brightest bleach blonde.