Who Is Birdie?

Hi, I’m Leasa, aka Birdie, a nickname my dad gave me as a kid. Little did I know back then, that this nickname would become the inspiration for my business

I have been working as a hairdresser for 27 years and from the start of my career I have been obsessed with all things blonde. I played and tested with formulas for pinks and copper blondes way before they were a thing. I was fascinated with the tonality of blonde hair and how it reflected light. I loved the way bleach could lift the hair and give me the most beautiful blank canvas to paint on. I studied, tested and perfected my bleach application and soon I became a one of the few Colourists who would Scalp Bleach without fear. These days I call myself a Blonde Specialist and Blonde Alchemist bringing together my skills as a Blonde Colourist, my passion for low tox ingredients and my geeky science obsession with formulas to create a haven of all things Blonde Hair.

In my 20s I started my natural health journey. Firstly, due to excessive migraines and the toxins I was exposed to in this career and now it has become who I am. As a mother of 3 teenagers, I have always read food labels and been aware of the ‘tricks’ of the food industry to create addiction to junk food. I believe health starts from within. I shop at local Farmer’s Markets and eat organic and pesticide free where I can.

A few years ago I took up study into Nutrition and Natural Therapies and studied all I could on hormonal issues after discovering cysts on my thyroid. I wanted to control the cysts by implementing natural therapies rather than going down the pharmaceutical path. Little did I know this would open my eyes to a world beyond chemicals in food and took me on a journey into the toxic world of Big Beauty.

In 2019, I started to question the quality of the professional hair care ranges I was stocking in my salon. I was noticing my clients’ hair was declining in quality even after paying high prices for so called ‘quality ingredients’. My colours were appearing dull, toners were uneven and my blondes were not vibrant and clean. I started to see a lot of skin reactions to the bleach and colour and knew that something had changed. I also started to see an increase in clients with fertility and hormone issues.

The industry then went through a major change in the COVID era, seeing professional hair and beauty ranges, which were once salon exclusive, now stocked en masse in Supermarkets and discount chemists. The loyalty we had shown them for decades was now shredded.

So I decided to take the biggest step of my career and create my own range of Hair Care. This way I could control where it was stocked and allowed my clients to have the right information on what suited their hair. Whilst creating this range I delved into the world of ingredients and discovered that most of the Big Beauty brands were full of toxic, hormone disrupting ingredients. I found the strangest things like butane and soy based ingredients which I knew were not suitable for women’s bodies, especially those wanting to carry a child.

I now have a full range of Hair Care that I know is safe not only for women’s hormones but makes the hair feel amazing. My clients love it and their blonde hair is finally shiny and bright.

I have recently expanded my passion for blonde hair, now including lightener, peroxide, vivid colours, coloured conditioners and Blonde Hair Education in my creative space. I am working on a skincare range and perfecting a natural, aluminium free spray deodorant!

It’s all about Blonde Alchemy so welcome to my space and enjoy the range.