Vegan and cruelty-free hair brand

Bleach London’s dye-at-home hair colour and haircare kits continue to grow in popularity, with a Bleach kit sold every 45 seconds during the first four weeks of the first COVID lockdown.

Since then, Bleach has launched an industry leading, experiential ‘virtual salon’; new highly-responsive tech to deliver experimental, salon-grade, DIY hairstyles to its uniquely engaged young community of over half a million followers worldwide.

The total invested in Bleach to date is almost £10m, co-led with Burda Principal Investments, and participation from Talis and True Capital.

Investment rationale

Supported by the fundraise, the business is investing significantly in its internal infrastructure, an expanded senior management team, and an all-new, soon-to-launch loyalty programme.

In 2021, the business expanded further into the US, with the opening of a Los Angeles location.