Author: Jules Chan

After two-and-a-half years of booming Technicolor trade, we thought we’d seen it all. But it appears that “seen” may be the operative word, because Bleach’s latest endeavour is to take its famous dyes south — and I don’t mean of the river.

Say hello to the Downstairs Dye — yes, Bleach’s famous dip-dye is now available for your nether regions.

“It’s all about matching your downstairs to your upstairs — and is really fun,” says Bleach founder Alex Brownsell. “It’s a more interesting way to accessorise your wax.”

Available at the salon’s newly opened haven for all things body hair, the Beauty and the Bleach grooming rooms will pretty up your private parts in any shade you wish for £40. But of course — for reasons I’m sure I don’t need to explain — the bleaching process has been approached with the utmost sensitivity.

“We’re extremely careful to mix the bleach in a certain way using the correct ingredients so as not to cause any irritation,” explains Chelsea Saunders, a specialist in advanced intimate treatments who was chosen to spearhead the new services. “We also apply a skin protector as a barrier so the bleach doesn’t touch the skin, and application time never exceeds 15 minutes. After bleaching, the colours we use are vegetable dyes, so are much more natural than the regular tints for the hair on your head.” As well as the matching collar and cuffs treatment, Saunders has also created a full menu of creative waxing services alongside eyebrow and eyelash tinting.

Just like its more public predecessor, downstairs dyeing is already proving extremely popular. Ahead of her wedding this year, 27-year-old tattoo artist Holly had her heart-shaped pubic wax dyed blue for a quirky take on her “something new, something blue”, while east London hairstylist Nicole chose a pink-tinted heart just to “make [her] boyfriend laugh”.

“Simple shapes, like hearts, stars and triangles, are the most popular,” says Saunders, “while people seem to prefer hot pink and bold blue dyes. But I’ve also done rainbow dyes. Basically, anything you could have on your head can be done on pubic hair.” Her most outlandish request? “I’ve had clients ask for leopard print — which can be done, as long as there’s sufficient hair.” Wild.’