AUD
This Is What Happens When You Refuse to Make Anything Boring
The moment everything change
There was a moment, years ago, standing in a salon supply store, where everything looked the same. White boxes. Beige packaging. Zero personality. And the thing that got me wasn't that the products were bad. It was that nobody seemed to care that they could be better.
That was the moment Alex Loves Colour was born. Not from a business plan. From a feeling. The feeling that the tools you use every single day should make you feel something when you pick them up.
Why can't foil be beautiful
I'd spent over twelve years behind the chair as a colourist. I knew what good foil needed to do. Grip, perform, process evenly. But I also knew that function and beauty weren't mutually exclusive. I've always been obsessed with Apple. The way they think about every detail. The way they make you want to touch something before you even know what it does. That philosophy lives in my head rent free. And it made me ask the question: if Apple can make a computer feel like a piece of art, why is every box of foil in a salon so forgettable?
It started with a toilet roll
I'm not joking. I was in our salon bathroom and picked up the toilet paper. The wrapper had this beautiful commissioned artwork on it. Someone had actually hired an artist to make toilet paper packaging worth looking at. And it hit me. If someone cared enough to make something you literally flush feel special, why was no one doing that for the tools hairdressers hold in their hands every day?
I tracked down that artist. Told them what I was building. And they said yes. That collaboration became our very first print, Space. Not just the packaging, but the actual foil itself. Now, printed foil wasn't new. Other brands had done custom prints before. But they were still safe, still forgettable, still just patterns slapped on a sheet. Nobody had ever treated the foil like a canvas for real artwork. That's what we did differently. For the first time, the sheet you pulled out of the box was something genuinely worth looking at. And that set the standard for everything that followed. If it couldn't make you stop and stare, from the box to the foil in your hand, it wasn't leaving our hands.
Six collections and counting
Fast forward and we've built a world around that standard. Care Bears. Tokidoki. Blossom Bliss. Essentials. Silver. Strawberry Sprinkles. Six collections, each with their own identity, their own story, their own reason for existing. Not because the market needed more SKUs, but because colourists deserved more than "good enough."
Obsessed with the detail
Every sheet is pre-cut. Every sheet is embossed with what we call nano dots, an average of 15,000 tiny dots per sheet that grip and secure your foils while colouring. Every detail, from the perforated access to the printed artwork, exists because we obsessed over it. We didn't design products for a shelf. We designed them for the hands that use them and the salons they live in.
You made it a movement
And here's what surprised me most. When we put something with actual soul into the world, people didn't just buy it. They collected it. They photographed it. They sent messages saying "finally, someone who thinks like us." Blossom Bliss sold out and people are still asking for it two years later. That doesn't happen with "just foil."
That's the thing about refusing to make anything boring. It attracts people who feel the same way. Colourists who take pride in their space. Who see their tools as an extension of their craft.
Who believe the details matter.
Not because anyone's watching, but because they know.
We're just getting started
We're now in salons across Australia and available Europe-wide. And we're nowhere near done.
Because the enemy was never other brands. It was the shrug. The "it's just foil, who cares." That mindset is what we're here to dismantle, one beautifully designed box at a time.
This is what happens when you refuse to make anything boring. You build something people actually love.