Letting my hair go grey was meant to be a small, quiet choice—something just for me. But that one decision turned into a whole new chapter, and eventually, a brand I’m deeply proud of. This is the story behind Silvina LONDON.
From Market Research to Modelling
I moved to London in my early fifties with a sense of calm and confidence I hadn’t felt before. After years of colouring my hair, I gave in to the inevitable and let the grey grow in. To my surprise, I loved it. And the compliments from strangers didn’t hurt either.
Then one day, a photographer stopped me in the street. “You should be modelling,” he said. That five-minute photoshoot led to something I never expected: a new career in front of the camera. I closed my market research business and stepped into a world that felt completely new—and yet completely right.
The Haircare Problem I Couldn't Solve
As I began sharing my grey hair journey, people asked me constantly what products I used. But the truth was, I hadn’t found any I could truly recommend. I needed something gentle, hydrating, and effective at preventing brassiness—without sulphates, silicones, or harsh pigments.
I tried everything—from luxury brands in the US to natural ranges in Europe. Nothing worked quite right. One product came close, but after two washes, it gave my hair a blue tint. That was my turning point.
The Birth of Silvina LONDON
If I couldn’t find the right product, I’d create it. It took years—finding the right chemist, testing formulas (always on my own hair), and staying true to my vision. I wanted over 90% naturally-derived ingredients, naturally sourced blue pigments, and a formula that was kind to hair, skin, and the planet.
It also had to be made in the UK, in small batches, with no shortcuts. The process was slow and full of learning curves, but I loved it—especially the creative parts, like working on the packaging, which felt like choosing the perfect outfit.
In 2022, I launched Silvina LONDON with just a shampoo and conditioner. “Silvina” is my real name, and London is the city that gave me the courage to embrace who I really am.
A Small Brand With a Big Purpose
Starting a self-funded brand in a world dominated by beauty giants like L’Oréal hasn’t been easy. But what keeps me going is purpose.
Today, Silvina LONDON has customers who come back again and again—some have ordered more than 12 times. We’ve earned glowing 5-star reviews, but what means the most to me are the messages from people saying, “I finally love my grey hair.”
That’s what this brand is about. Not chasing youth, but feeling good, ageing gracefully, and embracing who we are.
Ready to care for your grey hair with simplicity and confidence?
Discover the Shampoo & Conditioner – two essentials that might just change the way you feel about your hair.