London’s First Shampoo-Free Blow-Dry is Here

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Celebrity stylist and make-up artist Mathew Alexander has teamed up with eco-friendly brand Hairstory to offer London’s first shampoo-free blow-dry.

In a collaboration between acclaimed hairstylist and make-up artist Mathew Alexander and eco cosmetics brand Hairstory, the salon (owned and run by Matthew) is totally shampoo-free. Instead, it uses Hairstory’s 100% biodegradable capsule range that cares both the planet and your tresses.

London’s First Shampoo-Free Blow-Dry is Here 7Matthew’s passionate about living consciously and doesn’t use shampoo himself. Reason being (and this might surprise you) traditional shampoos are actually really bad for our hair. They’re crammed with nasties like sulphates and parabens and these chemicals damage the environment.

It’s the reason why Hairstory created one of the first detergent-free, all-natural hair washes. I’ve tried the range myself and I’m a huge fan. There’s a full line-up of products to replace your usual shampoo and conditioner, as well as a styling range.

Matthew’s salon too puts sustainability first. It’s a gorgeous and tranquil space, set over two floors in swish Marylebone. Nature-friendly is the theme. Worktops are made from recycled marble, eco-friendly paint is used and even the styling chairs are recyclable. The salon is shrouded in beautiful greenery and there’s bags of room in between stations, so every client gets their own private space. I wish all salons were designed this way.

So what is a shampoo-free blow-dry actually like?

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Matthew washed my hair with Hairstory’s ‘New Wash’ which comes in different strengths. You can mix and match the range, depending on the condition of your hair. Matthew used the most nourishing wash on my ends, and the lighter version on my roots. It left my hair glossy and bouncy, completely transforming my dry-looking locks. My hair smelt glorious for days afterwards and I was sad when it finally needed another wash. Matthews down-to-earth, egoless style put me completely at ease and his work speaks for itself; I received non-stop compliments on my bouncy blow-dry.

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Matthew says: “I’ve been a fan huge of Hairstory’s concept and products from the moment I used them. On opening my salon, It was important for me to have a shampoo-free backbar. I don’t use shampoo on myself & believe that my clientele deserves the best scalp & hair cleansing option too. The result you’ll get a with a blow-dry that uses New Wash over a regular shampoo is incomparable. I also love Hairstory’s styling & finishing range, there’s nothing you can’t achieve with them.”

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Matthew Alexander – Where & How?

Matthew’s salon is located at 21 New Quebec St, Marylebone, London W1H 7SA. For bookings or to find out more, visit

For more information about Hairstory, visit

Leanne Kelsall

Luxury Travel and Lifestyle Journalist

Leanne jumped ship from a sleepy suburban town to the Big Smoke to pursue a career in creative writing and advertising. She now freelances as a luxury travel and lifestyle journalist for Luxurious Magazine. As an avid storyteller, she combines her love of the written word and luxury travel to review trending and undiscovered hotels, restaurants and events. Recent adventures have taken her as far as Fiji, Iceland and New York to discover what really makes the world’s top hotels tick. As well as writing, her passions include boutique luxury escapes, fine dining, theater and music events, alongside a keen interest in fitness having been a previous British swimming record-holder and a current fitness/figure champion.

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