For the Love of Blonde

By Louise May

With hairdressing in her blood from a young age, it’s little wonder that Madeline Thompson, owner of Melbourne’s Blonde Army salon, has created a hugely successful salon business that caters solely to blondes, and a space that is elevated, sustainable, and future-focused.

We spoke to Madeline about all things Blonde Army and got the lowdown on just how this concept salon works!

Family legacies are not uncommon in the industry, and your career is no different - can you tell us about that?

Without sounding cliched, hairdressing is truly in my blood. My mum, Karen Armstrong, has has been a hairdresser for over 55 years, and even now, at almost 70, she still comes into Blonde Army to see her loyal clients. She had her own salon for 20 years on the very same street where Blonde Army now stands!

My mum’s work ethic and dedication inspired me, and still does. With Blonde Army, I saw a real opportunity to hone in on a part of the market that was being under-serviced, and I wanted to create something thoughtful, expert-led, and filled with care.

Now, with my mum still part of the salon and my own children growing up in this space, I can’t help but imagine the legacy continuing. Maybe one day, my daughter or son will find their own place here at Blonde Army.

Tell us about the evolution of Blonde Army. Why blonde? and where did your passion for blonde hair evolve from?

There’s something about working with blondes that feels innately natural, almost instinctual, to me. Even in my earliest days, and long before social media, I focused purely on colour and refining my skills in that area. I had a real knack for visualising placement, expanding creative limits, and innovating consultations. It wasn’t just about achieving a shade it was about really understanding each individual client, and tailoring something bespoke to them.

By 2016, I realised I was doing something unique. At that point there weren’t many, if any salons in Melbourne, or even Australia specialising in blonde the way I was. It’s hard to believe now, because blonde specialists are everywhere. And honestly, I love that. I’m glad more hairdressers have fallen in love with blonding the way I did.

As Blonde Army grew, so did the team. I’ve built something really special.

Did you build your own blonde clientele from the beginning or was this something that evolved over time once you realised the potential movement Blonde Army could create?

It was always blonde. When I took the leap to go out on my own, I was freelancing in my mum’s salon and used Instagram to get the word out, back when hashtags were the newest thing and every photo had that Valencia filter. I remember thinking, “Is anyone even seeing this?” but before I knew it, I was fully booked and realised just how big the demand really was, and the power of social media.

Eventually I took over mum’s salon lease, and suddenly, I was doing up to five sets of foils a day. I was root softening, creating lived-in blondes, doing things that most people had not yet seen! That’s when I knew I needed to expand, I started hiring and training a team, teaching them the exact techniques I’d developed.

Consistency and innovation became my secret sauce; it’s what kept us fully booked and growing. Eventually, we outgrew our original 6-chair salon and moved into a 180sqm space and that’s when Blonde Army officially took shape. It became more than just a salon. It became a movement, a brand, and a family.

Now with 5 senior stylists and 2 juniors we’re thriving more than ever. Every year Blonde Army smashes the expectations we set the year before and just when we think we’ve peaked, we somehow find another gear.

The word ‘specialist’ can be a little confusing/ limiting in our industry, but you have truly embraced that through Blonde Army. What has been the key to cultivating a ‘blonde only’ salon? And can you truly call yourself a Blonde specialist?

The word “specialist” can definitely feel a bit limiting in our industry, like you’re putting yourself in a box. But for me, creating a blonde only salon wasn’t about narrowing my skillset, it was about refining it. I didn’t set out to be a “blonde specialist” as a title it just naturally became who I was, what I loved, and what people came to me fornow it’s the heart and soul of everything we do. Being a blonde specialist is technical, it’s detailed, and it requires a deep understanding of tone, placement, and maintenance.

The key to cultivating a blonde only salon has been two things: innovation and consistency. We never stop learning, evolving, and refining our methods but every stylist in Blonde Army works with the same approach, the same eye, and the same commitment to personalised results. That’s what makes it work.

So, can I truly call Blonde Army and myself a blonde specialists? Yes, because it’s not just what I do, it’s what I’ve built an entire culture and team around, it’s who I am But I also think the word specialist is changing. It’s no longer about doing less; it’s about going deeper.

In a business climate that’s had many ups and downs over the last few years, we’re curious to know how you’ve maintained a business for only one hair color, catering to existing clientele only and without wavering from your overall goal of being a dedicated blonde salon? What’s the secret?

Honestly, the secret has been staying true to who we are and being consistent every single day. It would have been easy to say yes to everything, but specialising in blondes kept us focused and exclusive. I’ve learned that when you stay in your lane and lead with passion, the right people not only find you they stay with you. From the beginning, Blonde Army has been built to create a space solely dedicated to blondes.

But behind that vision is a team that shows up every day with the same passion, discipline, and energy. We work together, there are no egos here, just a shared love for the craft and for the people in our chairs. Our clients feel that. Every year, we evolve. But the heart of it is our people, our standards and our commitment to blonde that never changes. That’s what makes Blonde Army what it is.

Are there any key techniques or tips/ tricks that are unique to Blonde Army to ensure the ‘blonde’ experience is next level?

We’ve developed our own way of doing things –that’s what makes the Blonde Army experience really stand out. For us, it’s not just about getting a beautiful blonde, it’s about clients feeling seen, heard, and completely looked after.

Our foiling techniques, sectioning, and toning methods have been refined over years, and every stylist in the team is trained to work the same way. That consistency means no matter who you see, the quality is always there. We take pride in the small things like blending, root softening, and creating dimension that grows out beautifully.

We’re probably all a little too obsessed with the details - you could call it a team full of (very friendly) perfectionists! But beyond the technical, it’s the way we consult and plan long-term for each client that really sets us apart. We’re not interested in quick fixes we want our blondes to be healthy and tailored to the individual. That’s the Blonde Army standard. It’s more than a technique it’s a culture.

In terms of education, what does that look like for you and your team? Do you undertake all the ‘regular’ education opportunities, yet really hone in on all things blonde?

Education is a huge part of what we do at Blonde Army, and we approach it in a really tailored way. We definitely attend the regular education sessions our colour reps and brands offer but we also run in-house training based on what each team member actually needs. Because we’re a blonde-only salon, our training naturally leans in that direction. Blonde is always evolving, and we want to stay at the top of our game. But we also revisit the basics from time to time, because strong foundations matter. And it’s not just technical, we’ve introduced wellness days too, because looking after our team as people is just as important as growing their skills.

Tell us about your involvement in industry education as a blonde specialist/expert.

Education has always been a part of my journey. I held sold-out masterclasses in the salon to local hairdressers before I had children. I chose to step away from that space to start my family then to fully focus on growing the salon and build something truly solid with the team.

Now that Blonde Army is in such a strong place, I’m stepping back into education with a fresh perspective. My ‘Scalp Bleach Masterclass’ is already planned for August, and it’s just the beginning. I’m also hosting a content creation day with other local salons, a chance to collaborate, connect, and support each other creatively.

For me, education isn’t just about teaching, it’s about sharing what I’ve learned, staying connected to the industry, and giving back in a way that feels authentic.

What’s next for Blonde Army?

I don’t want to give too much away just yet, but let’s just say, watch this space!

I truly believe 2025 is going to be our year. I’ve got some incredible things in the works, including the AHIA Awards, Sydney Hair Festival, upcoming Masterclasses, and creative content days with other salons

Everything we’re doing is aligned with growth, innovation, and continuing to raise the bar for what a blonde-focused salon can be.

I want Blonde Army to be recognised - not just for beautiful hair, but for the culture, consistency, and experience I’ve built from the ground www.blondearmy.com.au

@blondearmy_