The Daily Beauty: Blow Dry at The Aveda Institute, Covent Garden

by Sasha Wilkins on October 18, 2012 · 15 comments

aveda blowdry London

I’m obsessed by blow dries. As I get older, it’s harder and harder to control my hair, which needs product and a hairdryer to achidve the gloss and bounce that I achieved in my Twenties by simply letting it air dry.

Mostly now I do my hair myself, figuring I know its quirks – and I can achieve a passable result from sopping wet to dry and bouncy in under fifteen minutes. But once in a while I hanker after a proper old school blow dry.

I’ve yet to find anywhere in London that can do a proper New York blow out. (Generally I get given what I think of session hair – that is, slightly mussed up hair that looks great in pictures, takes over an hour to achieve with all sorts of froofing and delicate curling, and which is poker straight within half an hour of leaving the salon. I can do better myself, it’s a total waste of time, and it drives me potty.)

But I do like what they do at The Aveda Institute on High Holborn, on the edge of Covent Garden. Whilst it’s not a slick, bullet proof New York style do, it always looks great and, when I brush it out later, it remains thick and glossy. I also highly approve of the pre-wash head massage, and hair wash which involves delicious smelling products and yet more head massage.

On Tuesday I took advantage of their 45min early morning breakfast blowout service (they open at 8am), & this time Yoko did my blow dry (above) as I was speaking at an event in the evening, and I didn’t want to worry about my hair. I thought she did an excellent job. And I like that breakfast from the adjoining LPQ (coffee/tea and a croissant/granola) is included in the Breakfast Blowout. (£30)


LLG was a guest of Aveda.
174 High Holborn, Covent Garden, London. WC1V 7AA

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