BLEACH LONDON Joins Forces With Pinterest For ‘When Bleach Freezes Over’ Cool Blue Takeover

Pinterest’s trend crystal ball is pointing firmly at blue for 2026 and Bleach London is wasting no time turning the prediction into reality. For one day only, on Friday 12 December, the cult colour house is transforming its Dalston flagship into a frozen fantasy, offering complimentary Cool Blue colour services in partnership with Pinterest as part of the “When Bleach Freezes Over” installation. From 10am to 8pm at Bleach Dalston on Kingsland Road, guests can walk in, warm up with the party atmosphere and walk out with an icy new hue, on a strictly first come, first served basis.

The collaboration is rooted in Pinterest Predicts, the platform’s annual “not-yet-trending” report that identifies the aesthetics and behaviours it expects to define the year ahead. For 2026, Cool Blue sits at the heart of that forecast, powered by the rise of the “glacier aesthetic” and an uptick in searches for pastel and icy blues across fashion and beauty. According to Pinterest, searches for “glacier aesthetic” are up 35 per cent and “icy blue” queries have risen by 50 per cent, signalling a clear appetite for cooler, futuristic colour stories that still feel wearable in the real world.

For Bleach London’s Founder and Creative Director Alex Brownsell, taking that data and turning it into hair colour felt like a natural next step in the brand’s ongoing dialogue with online culture. “I’ve used Pinterest since the very early days of Bleach, so when they approached us about a collaboration, I jumped at the chance! We’re going to be creating a walking, talking Pinterest board by offering free Cool Blue hair for anyone who wants it, celebrating Pinterest’s predictions for the colour in 2026. From Stalactite Highlights to Yves Klein-inspired buzz cuts we’ll be putting our whole Dalston salon in the deep freeze, so expect an icy exterior, cool interior, and even cooler hair! Brrrrrr!” says Brownsell.

The salon experience has been designed as an immersive extension of the Pinterest feed, where pins become tangible services. Under Brownsell’s creative direction, the Bleach colour team has devised six Cool Blue looks that allow guests to experiment across the trend spectrum, from subtle glacial veils of tone through to full-impact saturation. Central to the menu is Blulini, described as the perfect icy blue with a hint of 2010 nostalgia and a wink to WKD, channelling Y2K nightlife with a polished, modern finish. For Bleach, which helped mainstream pastel and vivid hues on the high street, the event also marks a milestone. After more than 15 years in bricks and mortar, this is the first time UK customers can experience the brand’s colour services free of charge.

From Pinterest’s side, the activation is a case study in what happens when digital inspiration steps off the screen and onto the street. “At Pinterest, we live for those moments when inspiration leaps off the screen and into real life, and nothing says that quite like a salon full of Cool Blue hair! We’ve seen the glacier aesthetic and icy blue shades trending on Pinterest, so teaming up with Bleach London to turn the trend into actual hair transformations is just dreamy. I can’t wait to see the Dalston salon frosted over and Cool Blue hair out in the world!” says Louise Foley, Pinterest Director of Marketing, Europe.

Pinterest Predicts has, for the past six years, developed a reputation as a bellwether for what is about to break through across fashion, lifestyle, design and consumer behaviour. Drawing on global English-language search data from September 2023 to August 2025, the report spotlights early adopters across Gen Z, Millennials, Gen X and Baby Boomers, and has consistently anticipated ideas that later seep into mainstream culture. For beauty brands, the partnership illustrates how platform insights can move beyond moodboards to become the backbone of experiential campaigns and service innovation.

Bleach London, meanwhile, continues to consolidate its position as a youth culture powerhouse. The brand, which originally redefined the hair colour category with its unapologetically bold palettes, now boasts over 127 million views and 6 million likes on social media in the last six months alone, underlining its resonance with a digitally native audience that is comfortable treating hair as a canvas for self-expression. Its alignment with Pinterest, a visual discovery platform with more than half a billion monthly active users worldwide, reads as a strategic marriage: one side setting the tone for what people will search, save and shop in the coming year, the other translating that mood into salon-ready reality.