This conversation started with a journalist, but it reflects exactly why Silvina LONDON exists.
It is about caring for grey hair properly, choosing simplicity, and honouring this stage of life with intention.
What made you decide to start a hair company?
Because I simply could not find products that truly worked for grey hair. If the colour result was good, my hair felt dry. If the formula was nourishing, the colour became dull or even slightly blue. I tried everything, from luxury brands to mainstream ones, and nothing gave me both healthy hair and a beautiful silver tone.
At the same time, women in my community kept asking me what I used. We were all facing the same frustration. I loved my grey hair and wanted to give it the care it deserved. When I realised what I was looking for did not exist, I decided to create it.
How did you go about researching and sourcing in a day and age when people want to know what is in their products?
I work closely with expert formulators and a highly reliable laboratory that sources from top-quality ingredient suppliers. I start by being very clear about what I avoid: no sulphates, no silicones, no parabens and no chemical pigments.
Then I brief the results I want: hydration, softness, strength and colour protection. The formulators propose ingredients and sourcing, and I choose based on quality, performance and integrity.
I am also in constant contact with my customers. I listen to their concerns, allergies and expectations. Their feedback is essential. It keeps everything grounded in real life, not in trends.
What do we need to do once our hair turns grey and why does it need special treatment?
Grey hair is different from coloured or pigmented hair. It tends to become drier, finer and more sensitive. It is also more prone to yellow or brassy tones.
That is why it needs two things above all:
protection of the colour and protection of the hair structure.
Gentle, naturally derived blue pigments help neutralise yellow tones without staining the hair. And deeply hydrating, nourishing ingredients help keep the hair soft, strong and luminous.
Once we stop colouring, most of us also want fewer chemicals on our hair, not more. Grey hair often represents a more conscious, respectful way of caring for ourselves. Our haircare should reflect that.
What do we need to know that big brands are just not telling us?
Big brands create products that can be sold to millions of people. Their priority is scale.
Small brands work differently. We create for specific needs. I formulate for the hair I live with every day and I use my own products constantly, so my standards are deeply personal.
Big brands invest heavily in advertising. Small brands invest deeply in formulation quality and ingredient integrity. That is where all my energy goes.
Was it difficult being such a small company to do things properly?
Yes, because doing things well is expensive. Clean formulas, ethical sourcing and responsible choices cost more.
As a small brand, I choose to invest in what touches the hair and scalp directly, even if that means fewer resources for marketing, technology or a perfect website. Integrity always comes first.
Why do you feel we are embracing grey now more than ever?
Because women were tired of hiding.
Hiding their roots. Hiding their age. Hiding a part of who they are.
When you stop covering up your reality and start owning it, something powerful happens. You show up as yourself. And that is deeply liberating.
What is the most important element of this business for you, on a personal level?
Trust and simplicity.
I believe in every Silvina LONDON product. Each one has a purpose. Nothing is there by chance.
That is why the routine is simple:
Shampoo.
Conditioner.
Oil.
Hair solved. With minimum steps and maximum intention.
And I love being involved in everything. I built my website myself. I answer customer emails personally. I listen constantly. This brand is not a corporation. It is a conversation.
Grey Hair, cared for with purpose, is not just about products.
It is about choosing honesty over pressure.
Simplicity over excess.
And respect for who we are today.