Beauty Meets Biotech
Tom Smith and Chris Donohue Redefine the Future of Haircare with a Next-Generation Wellness Salon in Bloomsbury
Renowned international hair visionary Tom Smith and luxury salon expert Chris Donohue have unveiled AEVUM, a groundbreaking new salon concept nestled in the heart of Bloomsbury. Designed to reimagine what modern luxury in haircare means, AEVUM blends high-performance styling with the latest innovations in science, wellness and biotechnology – ushering in a new era for the salon experience.
A Holistic Approach to Hair Health
At AEVUM, hair health takes centre stage. The duo’s vision combines artistry and science, creating a truly 360° journey that supports clients’ hair from the inside out. Beyond expert cutting and colour services, AEVUM offers doctor-led DNA testing, scalp injectables, red light therapy, acupuncture, reflexology, and molecular hair repair technologies – treatments designed to enhance growth, thickness, and longevity.
“Many clients come to us when their hair has been over-processed or damaged,” says Smith. “Our approach restores from the roots up—preventing and reversing damage at every stage of life. Healthy hair makes your life easier, and we’re here to help you achieve your best hair yet.”
The name AEVUM, derived from Latin meaning “age”, “lifetime”, or “eternity”, reflects the founders’ philosophy: that time is precious, and how we spend it should have lasting value. Each appointment is designed as a moment of restoration – where wellbeing, performance, and beauty intersect.
Wellness Meets Innovation
Inside AEVUM, every element has been curated for holistic rejuvenation. Treatments are powered by a roster of leading partners and technologies:
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CurrentBody LED red light therapy, CALECIM Professional growth factor serums, and PEMF grounding technology promote follicle strength and regeneration.
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Wellness practitioners, including Dr Sophie Shotter, Nurse Lydia Alavi, Kevin Haria, and Paula Primrose, deliver advanced protocols ranging from injectable scalp treatments to energy-balancing reflexology.
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Ancient + Brave supplements, Dyson’s air purification systems, and easydry’s compostable towels enhance the salon’s commitment to both wellbeing and sustainability.
During appointments, clients are invited to unwind on heated flat-lay shampoo beds, enjoy compression recovery or infrared therapy, and even sip from a curated wine list preserved by Coravin. The space itself evokes a calm, restorative energy – anchored by a central Fig tree, softly illuminated interiors, and the delicate scent of the bespoke ‘Tom Smith’ candle, featuring notes of Neroli, Eucalyptus, and Sandalwood.
Designed for the Future of Hair
Tucked away along a leafy mews in Bloomsbury, AEVUM feels more like a boutique hotel than a salon. Clean modular design meets reclaimed materials and warm textures, while mirrored details and curated artwork – such as a striking piece by Dr Joanna Ambroz – invite moments of reflection and calm.
“AEVUM is built on time well spent,” says Donohue. “We’ve created a space where every element – from design to service – is crafted to nurture both hair and mind. It’s an experience that feels deeply personal and effortlessly luxurious.”
A Collective of Experts
AEVUM’s multi-disciplinary team represents some of the most respected voices in beauty and wellbeing:
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Dr Sophie Shotter, Aesthetic Doctor – providing DNA-based diagnostics and bespoke protocols.
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Nurse Lydia Alavi, Aesthetic Nurse Prescriber – delivering layered injectable treatments for scalp and follicle rejuvenation.
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Kevin Haria, Acupuncturist and Shiatsu Specialist – supporting energy flow and scalp vitality.
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Paula Primrose, Clinical Reflexologist – reducing stress and rebalancing the body’s systems for optimal hair growth.
Brand Partners in Innovation
AEVUM’s commitment to excellence is reflected in its selection of pioneering partners:
Dyson, Evo, Calecim, CurrentBody, Ancient + Brave, Easydry, Olaplex, K18, and Cezanne – all chosen for their leadership in innovation, sustainability, and results-driven performance.
About the Founders
Tom Smith is celebrated for reshaping the global haircare landscape, moving beyond cut and colour to a holistic, science-led approach. Alongside his work with Olaplex, Evo, Calecim, and CurrentBody, Tom sits on the British Beauty Council Hair Committee and serves as an ambassador for Beauty Backed. His quarterly hair trends paper is one of the most anticipated in the industry.
Chris Donohue brings an international perspective, honed through years in London, Dublin, and Sydney. Known for his precision and effortlessly polished style, he combines artistry with operational excellence – ensuring every AEVUM guest experience feels like a five-star retreat.
Experience AEVUM
AEVUM Salon
27 Colonnade, Bloomsbury, WC1N 1JA
www.aevumsalon.com
Instagram: @aevumsalon / @tomsmithhd / @chrisdonohuehair
