Bleach London
Bleach London is a UK-based hair color and care brand founded in 2010, selling semi-permanent dyes, toner kits, toning shampoos, and treatment masks through DTC e-commerce and its own salons, targeting DIY at-home colorants and salon walk-in customers.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bleach London does
Bleach London is a UK-based hair color and care brand founded in 2010 that sells semi-permanent dyes, bleaching kits, toner kits, toning shampoos and conditioners, and treatment masks directly to consumers via its e-commerce website (bleachlondon.com), while also operating its own salons for professional services. The company originated from professional salon services and has translated that expertise into a consumer product portfolio organized into multiple color collections (Ice White, Pink, Rose, Curious Orange, Butter Blonde, Copper) and dedicated lines including Super Cool Colour (semi-permanent dyes), Awkward Peach Toning (color-correcting care), and Reincarnation (treatment). CEO Samantha Campbell leads the company.
The business model combines direct-to-consumer e-commerce with owned retail salon locations, both operating domestically in the United Kingdom. Revenue is generated through one-time product unit sales via the website and professional salon service fees; no subscription, tiered, or enterprise pricing structure is evident. GTM relies on content marketing — how-to guides, fringe-dyeing tutorials, full-head bleaching walkthroughs, hair-art painting features — and color-themed collections to drive organic traffic and product discovery. Customer segments are horizontal: DIY at-home colorants (primary) and walk-in salon clients (secondary).
The technology stack is rooted in hair coloring and care formulations (semi-permanent dyes, toners, bleaching kits, masks) rather than any disclosed software or AI capability. No funding rounds, headcount, geographic footprint beyond the UK, third-party retail partnerships, M&A activity, or leadership changes beyond the CEO role are documented in the available data. Operating status is confirmed active.
Bleach London firmographics
Firmographics- Name
- Bleach London
- Website
- https://bleachlondon.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Short description
- Bleach London is a UK-based hair color and care brand founded in 2010, selling semi-permanent dyes, toner kits, toning shampoos, and treatment masks through DTC e-commerce and its own salons, targeting DIY at-home colorants and salon walk-in customers.
- Ownership category
- akta.pro rank
Bleach London industry classification
Industry- Product category
- Hair color and care products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Toilet Preparation Manufacturing (325620), Beauty Salons (812112)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Color & Bleaching (CRABABAD)
- akta.pro secondary industries
- Professional Hair Color (CRABALAA), Hair Coloring & Highlights Services (HSALAAAE), Conditioners & Hair Masks (CRABABAB), Shampoo & Scalp Cleansers (CRABABAA)
Keywords
Where Bleach London is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Bleach London business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Direct Product Sales: Revenue generated from selling hair coloring products, including semi-permanent dyes, bleaching kits, toners, shampoos, conditioners, and hair masks directly to consumers through the e-commerce website
- Salon Services: Revenue from professional hair coloring and styling services provided at Bleach London salon locations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer hair care and coloring products |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Bleach London product offering
Product offeringCore offering
Bleach London designs, sells, and applies hair color and care products. The retail range includes semi-permanent hair dyes, bleach and toner kits, toning shampoos and conditioners, and deep-treatment masks, sold direct-to-consumer via bleachlondon.com. The company also delivers professional hair coloring and styling services through its own London salons.
Product overview
Bleach London is a hair color and care brand offering a comprehensive portfolio of semi-permanent hair dyes, toner kits, shampoos, conditioners, and hair masks, along with professional salon services. The product line includes multiple color collections (Ice White, Pink, Rose, Curious Orange, Butter Blonde, Copper) and specialized care products organized into distinct lines such as Super Cool Colour, Awkward Peach Toning, and Reincarnation care. The offering combines at-home hair coloring products with professional-grade toner kits and salon services.
Differentiator
Problem solved
Functional benefit
Products and services
- Rose Semi-Permanent Hair Dye 150ml Semi-permanent hair dye sold in a 150ml format in the rose shade, intended for consumers wanting at-home pink-toned color.
- White Toner Kit At-home toner kit designed to neutralize brassiness and achieve desired white/blonde tones on bleached hair.
- Champagne Super Toner Kit Professional-grade toner kit formulated for at-home use to achieve blonde and champagne tones.
- Super Cool Colour Blue Weekend 150ml Semi-permanent blue hair dye in 150ml size, part of the Super Cool Colour line.
- Super Cool Colour Slime Light 150ml Semi-permanent hair dye in the Slime Light shade from the Super Cool Colour collection, sold in 150ml format.
- Super Cool Colour Green Juice 150ml Semi-permanent green hair dye in 150ml size, part of the Super Cool Colour line.
- Tangerine Dream Semi-Permanent Hair Dye 150ml Semi-permanent hair dye sold in a vibrant tangerine shade in 150ml format.
- Awkward Peach Toning Shampoo 250ml Toning shampoo designed to neutralize unwanted tones and enhance peach and blonde shades, sold in 250ml format.
- Awkward Peach Toning Conditioner 250ml Toning conditioner that supports and maintains peach and blonde tones in colored hair, sold in 250ml format.
- Bruised Violet Semi-Permanent Dye 150ml Semi-permanent violet/purple hair dye sold in 150ml format for cool-toned color results.
- I Saw Red Semi-Permanent Hair Dye 150ml Semi-permanent red hair dye sold in 150ml format for vibrant red color.
- White Heat Semi-Permanent Hair Dye 150ml Semi-permanent hair dye in white/silver shade for platinum hair effects, sold in 150ml format.
- Curious Orange Semi-Permanent Hair Dye 150ml Semi-permanent orange hair dye from the Curious Orange collection, sold in 150ml format.
- Pearlescent Shampoo 250ml Shampoo formulated to create pearlescent, multi-dimensional shine, sold in 250ml format.
- Reincarnation Shampoo & Conditioner Set Duo set of Reincarnation shampoo and conditioner for daily hair care and color maintenance.
- Reincarnation Mask 200ml Deep conditioning hair mask for hair repair and color protection, sold in 200ml format.
- Essential Care Pair Set Pair set of essential shampoo and conditioner for daily hair care routines.
- Bleach London Salon Services Professional hair coloring and styling services provided at company-owned Bleach London salons in London, including expert application, customized color formulations, and consultations.
Companies that use Bleach London
Customer profileSegments2 records
Ideal customer profiles2 records
Bleach London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Bleach London partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Bleach London competitors and assessment
Company assessmentDirect peers
- Overtone: US-based DTC brand offering semi-permanent coloring conditioners and toning products targeting Gen Z consumers; directly comparable to Bleach London's at-home color and care product strategy.
- Josh Wood Colour: London-based professional colorist brand offering at-home hair color and care products with salon expertise; direct UK-headquartered peer with overlapping shade portfolio and editorial-led GTM.
- Kevin Murphy: Professional salon-grade haircare and color brand with strong salon-channel presence; comparable in professional credentials, premium positioning, and stylist-endorsed formulations.
- Arctic Fox Hair Color: Vegan semi-permanent hair dye brand with a vibrant-shade portfolio sold primarily DTC; comparable product assortment, target demographic, and indie challenger positioning.
- Lime Crime: Bold-color beauty brand spanning hair dye and cosmetics sold DTC; comparable in trend-led positioning, vibrant shade portfolios, and digitally native go-to-market.
Emerging players
- Maria Nila: Swedish vegan haircare and color brand sold through DTC and salons across Europe; comparable in ethically-positioned, salon-adjacent branding and curated product range.
Broad incumbents
- Wella Company: Global professional and retail hair color and care brand with strong salon heritage; competes in the same bleaching and toning categories Bleach London serves.
- Schwarzkopf (Henkel): Mass-market and salon professional hair color brand from Henkel; overlapping product categories across bleaching, toning, and semi-permanent dyes but operating at global incumbent scale.
- Clairol: Established mass-market at-home hair color brand owned by Wella; overlaps with Bleach London's DIY home-dye positioning and retail-channel approach.
Others
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
Bleach London social profiles
Digital presenceBleach London financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bleach London leadership team
Management profileNumber of profiles
Profiles1 record
Bleach London funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bleach London M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bleach London
What does Bleach London do?
Bleach London designs, sells, and applies hair color and care products. The retail range includes semi-permanent hair dyes, bleach and toner kits, toning shampoos and conditioners, and deep-treatment masks, sold direct-to-consumer via bleachlondon.com. The company also delivers professional hair coloring and styling services through its own London salons.
Is Bleach London a public or private company?
Bleach London is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bleach London founded?
Bleach London was founded in 2010.
Where is Bleach London based?
Bleach London is headquartered in London, United Kingdom, in the Europe region.
How does Bleach London make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are salon Services.
Who are Bleach London's main competitors?
Direct peers on record are Overtone, Josh Wood Colour, Kevin Murphy, Arctic Fox Hair Color and Lime Crime. Maria Nila is listed as an emerging player. Broad incumbents are Wella Company, Schwarzkopf (Henkel) and Clairol. L'Oréal Paris is listed as an others.
Does Bleach London have an API?
No public API is recorded for Bleach London.
What industry is Bleach London in?
Bleach London's product category is Hair color and care products. Its primary akta.pro industry code is CRABABAD, Hair Color & Bleaching, with a secondary code of CRABALAA, Professional Hair Color. Its NAICS code is 456120 and its SIC code is 2844.