Alterity Studio

Alterity Studio is a boutique organic hair salon on Drury Lane, the long theatre street that runs up the eastern side of Covent Garden towards Holborn. The studio describes its approach in three words, quality, truth and beauty, and builds its whole menu around organic hair care, hairdressing and organic hair colouring.

It is a small, personal salon rather than a large floor of chairs, and that compact footprint shapes the experience. The team is described by the studio as top experts working to a philosophy of professionalism and attention to detail, and a salon of this size tends to keep the same stylists in front of returning clients, so familiarity builds quickly over repeat visits.

Organic hair salon in Covent Garden

As an organic hair salon in Covent Garden, Alterity groups its services into Organic Colour, Organic Care and Organic Create, covering colouring, conditioning and cutting and styling respectively. Alongside the organic ranges it also offers Brazilian keratin treatment for anyone wanting smoother, more manageable hair, and the salon publishes a price list so costs can be checked before booking. The appeal is a gentler set of products without giving up on a precise, contemporary cut or a considered organic hair colour.

What to expect on a visit

The studio opens Monday to Friday from 11am to 8pm and on Saturday from 9.30am to 6.30pm, and is closed on Sunday. Appointments are the usual way to be seen, and booking ahead is sensible for colour and keratin work, which take longer than a cut. Both Covent Garden and Holborn Underground stations are a short walk away, which suits anyone working around Kingsway, Lincoln's Inn Fields or the Aldwych as much as visitors to the Piazza. For a Japanese-led salon a few doors along the same street, see Hayato London, or browse the other hair salons in Covent Garden.