Silvina's SILVR Story

At 47, I moved to London. And something shifted, and I stopped colouring my hair.

The first time I looked in the mirror afterwards I felt freedom, and I liked how the “new” hair looked. I stopped botox around the same time. I started walking differently. And everywhere I went, women stopped me to say they loved my hair, they loved my look. A photographer friend suggested I try modelling. I was 47. I said yes.

A modelling agency signed me and I shifted my career completely. I was on sets, in campaigns at an age when most women feel invisible. But alongside all of that, I had a problem I simply could not solve: there was not a single product on the market that actually worked on my grey hair. Everything had been designed for blonde or colour-treated hair, purple shampoos left a blue cast on my silver, toning products stripped the moisture out, and grey hair care as a whole category was an afterthought. I had the marketing background to see exactly what was missing, and the personal experience to feel it wash after wash.

So in December 2022, I launched Silvina London: a grey hair shampoo, a conditioner, and a hair oil, formulated specifically for grey and silver hair, taking into account its porosity, its tendency to yellow, its hunger for real hydration rather than a surface coating. Products made by a woman with grey hair, for women with grey hair. The responses I get from customers still move me deeply. Women writing to say their hairdresser noticed before they even mentioned it. That strangers stop them in the street to ask what they use. That for the first time, their grey hair feels like something to be proud of and to show off.

That is the whole point. I spent 20 years afraid of my own reflection, and I know exactly what it feels like when that fear finally lifts. Silvina London exists for that moment.

I am also, as my friends will tell you, a complete paradox. I love numbers and Excel spreadsheets, and I equally need to lose myself in a theatre play, a ballet, a gallery, a book. I am deeply social and I crave solitude. I am an analyst and an artist. I need to challenge my mind constantly and I equally need to move my body, because sitting still for too long feels unbearable. I am madly in love with London and when I leave it I want to be in the middle of nowhere, seeing only sea, mountains, trees or water. People who know me well have stopped being surprised by the contradictions. I think they are actually the most honest thing about me.

Welcome to the silver side. I promise you will never look back. Silvina x Founder, Silvina London silvinalondon.com