Priyanka Parshurami gets you an exclusive sneak peek of the stunning new collection by TONI&GUY, launched at Salon International 2025, London.
On 5th October 2025, TONI&GUY’s highly anticipated Mainstage event made a grand return to HERE at The Outernet, London, bringing together 1,200 guests for an evening that celebrated artistry, unity, and innovation in hairdressing. The show, a cornerstone of the global hair industry calendar, showcased over 50 models and the brand’s latest creative campaigns through an immersive 360° digital experience.
Welcoming the audience, CEO Sacha Mascolo-Tarbuck and Global Creative Director Cos Sakkas reflected on the brand’s journey, highlighting the dedication of TONI&GUY salons, the LABEL.M team, and its global network of stylists. The event spotlighted Edition One, the 2026 campaign celebrating TONI&GUY’s philosophy of evolution through creativity, education, and collaboration.
Edition One
The opening act unveiled TONI&GUY’s new campaign, Edition One, embodying the brand’s continued evolution through its teams, salons, and digital innovation.
Editorial
A forward-looking showcase of SS26 trends followed, with the team recreating runway looks from their collaboration with designer Leo Prothman at London Fashion Week.
LABEL.M
The “Hair Like LABEL.M” collection marked a new chapter for the professional haircare brand, shifting focus to high-performance formulations and ingredient integrity.
Men’s
Artistic Directors Dexter Johnson and Sam Elliot presented dynamic men’s trends modern, sharp, and versatile underscoring the brand’s authority in male grooming.
British Hairdresser of the Year
Cos Sakkas captivated audiences with his latest work, Beyond the Title, while Efi Davies unveiled Parousia, marking a historic moment as TONI&GUY became the first brand with two British Hairdresser nominees in one year.
Avant-Garde
Closing the night, Efi Davies delivered a striking finale featuring sculptural, performance-inspired creations that perfectly embodied TONI&GUY’s boundary-pushing spirit.
