Alice England - Our Story

Natural hair and beauty has been at the heart of our family since the late 90’s, when our Dad, Keith England was introduced to a little-known hair colour which was not only cruelty free and environmentally friendly, but also claimed to be hypoallergenic. Much to his surprise, it also worked brilliantly!

Dad and I suffered with allergies as kids so he felt particularly passionate to make this ‘best kept secret’ known to people.

With a background in business and marketing, Dad set up a mail order operation. It really was a grassroots start-up – in the early days, our Mum Sue packed the orders from our garage at home!

As the business grew my brother Nick and I also joined the team, and with the advent of online shopping, the hard work paid off as business flourished.

Following Dad’s successful business model, Nick and I have created Alice England so that we can offer a wider range. This is the next journey for us, with all products cruelty free and vegan. We keep a careful eye on ingredients, so you’ll never find parabens in our range.

Although we are early in our story, we will always strive to find new solutions to help reduce the environmental impact of the beauty industry. Where possible our own brand products are manufactured in the UK to reduce our carbon footprint.