Through lockdown we’ve all been experimenting with our hair. There’s been buzzcuts and mullets, home-cut isolation fringes à la Bella Hadid and Rosalía, and many, many home dye jobs. If all that DIY bleaching is wreaking havoc on the health of your hair but changing up your look is the only thing giving you a sense of control in a world full of chaos then this new launch could be your answer.
Bleach London, the cult hair brand known for its grunge-inspired aesthetics and DIY philosophy, has teamed up with beauty treatment app Beautystack on a stunning wig collection. Covering a diverse mix of hair types and colour offerings, the wigs take signature elements from the pioneering trends and playful techniques Bleach has become known for. There’s the dip-dyes, the rainbow pastels, the ombre blends, the Mallen streaks. Rounding out the collection is also a Swiss lace rainbow box braids and a knee-length Peruvian blonde look.
The wigs will be available to purchase through Beautystack on a democratic pricing scale of £230 - £3000. Customers will also be able to customise their chosen wig including colour, length, and wig-cap size. They will then have the option to receive their pre-measured wig direct to their home or book in with a Bleach stylist to tailor and fit the wig in-salon.
“At Bleach, I get to create colourful looks for my clients all the time and working with wigs offers another level of creativity,” says owner of Bleach Brixton Alisha Dobson who conceived the collection alongside co-founder Alex Brownsell and Beautystack founder and CEO Sharmadean Reid. “We wanted the collection to be as diverse as the looks our clients request every day in salon, so it was important for us to work with different hair textures, lengths as well as colour techniques from a more traditional balayage to our bolder, bright box braid wigs.”
The collaboration is a natural step for the two brands who have been connected since the beginnings of Bleach when Reid offered Brownsell a chair and sink in the corner of her Dalston nail salon Wah Nails. “Bleach and I have worked together for a decade now, so this is an exciting next step in our relationship,” says Reid. “Bleach are historically known for their legendary colour but this range of wigs shows the breadth of their talent. As we turn more to virtual meetings, a wig is an instant ‘get ready’ for when you're on Zoom.”
The collection launches today (Oct 7). Head to the Beautystack app to explore.
