Alterity Studio

I go to this place for my keratin once every quarter. I have never had any issue with the quality of service. The staff are pretty cool. Keratin treatments are over priced in London and for organic keratin this place is great.
Highly recommend

Would not recommend this salon. I went in for the Brazilian keratin treatment, only to be greeted by the most miserable stylists I have ever encountered. Had a really uncomfortable wash. Was not offered any tea. During the consultation I said I would like a trim which is included in the treatment price but as my hair is very thick the treatment took a long time and he did not end up cutting it at all. He did not acknowledge the fact that he wasn’t going to cut my hair but simply asked me to pay when finished with the treatment. On top of this you have to pay a £10 surcharge for thick hair, which is fine but felt unfair since i didn’t get a cut. Overall, the place has an unwelcoming atmosphere and they are severely lacking on the customer service front. There are far higher quality salons in the area at a similar price.

My first haircut in London as an expat OH-​EM-​GEE!!!
Bought an offer on Groupon for a haircut and Brazilian Keratin hair treatment. Sergio, a pleasant and kind Portuguese stylist serviced me. He was entertaining but focused on the task at hand. I wanted a simple trim after my treatment and got exactly what I had hoped for (think Sandra Bullock but on Asian hair). The treatment itself lasted for a few months on a my super damaged hair (perming, coloring, years of hair torture, etc.) — incredible.

Nice & Cosy little studio down on a small little lane behind the busy street of Covent Garden.

I’m only in London for a semester, so I had no idea where to turn for haircare when I got here. I booked a deal through Groupon for a Keratin treatment and cut and LOVE my hair, even a week later. Bryan was phenomenal. Not only is he an excellent stylist (my simple layered cut falls perfectly around my face even when I style it on my own), but very sweet and nice to talk with. He didn’t make me feel like I was a «Groupon» customer, like many places do when they get bombarded with the «deal-​seekers». And he didn’t try to talk me into and products or crazy hair styles. Simple, classic, and effortless hair. I probably sound like I’m advertising for the place, but this is only because my hair is glossy, bouncy, and completely smoothe for the first time in my life!!!
My hair is naturally curly and a bit unruly, and while I love it curly, London weather is not conducive to soft, bouncy curls (More like BIG frizzy hair). In an effort to try to cut my styling time (which is normally about 30 minutes or more!), I thought I would give this treatment a go. The studio itself is tucked away in a tiny alley in Covent Garden, very cute in my opinion– I read the other review about the studio being «dingy», but I didn’t find it that way at all. It’s a small space, but the tall ceilings and nice lighting make it very comfortable. It was clean and well decorated too, just like the photos.
Bryan spent a significant amount of time consulting me to make sure we were on the same page. Nothing crazy, just a nice trim and a healthy, layered shape, and the treatment. I was doubtful about the impact it would have, but let me tell you, this has changed my LIFE. I only had to blow dry my hair for 5 minutes and it was voluminous and shiny– NO FLAT IRON NEEDED. Bryan, thank you, and I’ll be back for color and perhaps another treatment SOON. (Jess from San Francisco)

To be found tucked down an cobbled alley way. I must admit initially I was a little concerned about what I would find but, was pleasantly surprised.
We were seen promptly with no overlap of clients when we came or when we left even though they came and went whilst we were there and seen by other stylists. After a quick consultation of what I wanted and also advise on what I should and should not do on the day, they set to my treatment.
Throughout, my stylist checked that everything was ok, water temperature, comfy in my chair, need refreshments, blowdryer and straighter not too hot and cut was OK (he trimmed my hair nicely and I didn’t feel like I wanted to cry after which has happened elsewhere). Bryan didn’t cut too much and was considerate about doing what I wanted and not going too far. He also gave advise on my hair which did not entail selling products or services from them which, perhaps made me feel that I would actually go back there for more treatment anyhow. No hard sale or anything.
Bryan was a delight to talk to to help pass the time. Energetic, knowledgable and attentive.
I left feeling very pleased with my hair and given that I’d taken advantage of an offer, I did not feel short changed in any way.
The salon is clean and nicely decorated. Wonderful art on the walls and shelves. Spacious and airy venue.
Good place to come to for a pre-​night out hair attention prior to slipping into Covent Garden or Theatre Land to grab a bite to eat or see some entertainment.
Thumbs up from me. Only downside is they did not take credit card payment. Not sure if they state this when you book or before they get started (we didn’t need to know this for the voucher) but would be wise to do so as not everyone carries cash with them. I ended up lending to the person I went with as we had to pay extra due to the length of our hair (which is not unusual).

Avoid at all costs! I had lovely long luscious locks until I attended this salon for the butcher to destroy it with too much heat on my keratin treatment. I have had four treatments in total with this being the fourth and every other one has left my hair fabulous, I usually have one treatment a year as I don’t want to over process my hair. On this last occasion I used a voucher at this salon and was met with a rude receptionist and a very confused stylist who on application of the keratin and the straightening process held the straighteners to the roots for what seemed like an age, on arriving home I noticed instantly I now had a massive of short broken hairs at the roots and split ends through the lengths. Six weeks later I had 2 inches cut off elsewhere but I still had split ends and this has been the case every cut for the last 8 months, it is going to take me years to get my hair back to the way it was before I visited this nightmare salon. I am not one to be rude but if i can stop someone else suffering from this fate I have to share this.

The décor is incredible?! You must be kidding?! While I am not expecting a star quality experience with a living social deal, I have to admit my first thought on entering the salon was run. The salon is shabby, at best. There are no tables or shelves for your magazine or drinks, just a rickitty old plastic trolley. The bathroom was a tiny, dirty, small little toilet that you literally had to squeeze behind a bookcase to get to! The hairdresser kept going out for a fag while my colour was on, and at one point his friend popped in for a chat. Also, be aware that put a liquid colour on your hair which means sitting with your head in the uncomfortable basin for half an hour.
Having said all of that, I was very happy with the cut and colour I had in the end, and was very good value with the living social deal. Just dont expect plush surroundings or star treatment!