The idea took off, thanks especially to early adopters like Pixie Geldof, Florence Welch, and Lily Allen. Soon, people everywhere had their hair dyed chalkier than a pub blackboard.
How to buy the range
The Bleach make up range starts out with 100 pieces. The products are all vegan; the packaging is all recyclable. At the moment the delivery time is 2-3 weeks and the price of worldwide shipping is sky high; the best bet is to head to the salons to buy direct. But hurry, they are selling out fast.
What to buy from the range
The lip kit, £12.00 - available imminently
Kylie Jenner, look out. Someone else has a cult lip kit. We're waiting for these to go on sale, especially Gordon Brown – a dark matte nude. We like the liner and matte lip paint combo, which should leave you with a neat finish. Washed Up Mermaid and Awkward Peach derive their palette from Bleach's famous hair dyes.
Louder powder £3.00 and Metallic louder powder £4.50 - available now
Impossibly cheap, we like the look of both the matte and metallic versions of this eyeshadow. There are scores of colours, but we like the lilac – set to be next season's most interesting on-trend colour for clothes. Bleach style the metallic powder in very broad strokes on their models, applying it in a glittery cloud all around the eye and pushing it right up to the eyebrow – which leaves the look undone and dreamy. We'll be copying that.
A holographic serum that can be added to dry products (founder Lou uses it to reinvigorate a tired browliner), and as a moisturiser. Described as a 'multi-purpose blending elixir', with little info available online, this one is best bought after an in-house consultation about its various uses.
|What||What to buy from the new Bleach makeup line|
|Where||Bleach, 420 Kingsland Road, London, E8 4AA | MAP|
|Nearest tube||Haggerston (overground)|
16 Jul 17 – 31 Aug 17, Available online and in store
|Price||£Prices from £3|
|Website||Buy online from Bleach London|