TONI&GUY’s Mainstage event returned on Sunday 27 October with a celebration of hair artistry, innovation and fashion.
Held at HERE, The Outernet in London, this year’s Mainstage brought together the best of TONI&GUY’s creatives, highlighting their dedication to cutting-edge techniques, trendsetting styles, and collaboration with the global fashion scene.
With a strong focus on the brand’s 2025 campaign, House of TONI&GUY, the event embodied the brand’s unique alchemy where salons, education, LABEL.M and fashion were all brought to life through The Outernet’s’ interactive, wrap-around screens and immersive 360 digital tunnel.
CEO, Sacha Mascolo-Tarbuck welcomed 1,200 guests to the event, highlighting some of the achievements over the past 12 months, including global sustainable awards for LABEL.M and creative awards won around the world.
“We are creating a modern legacy for our future generations,” Sacha said. “We’re not just writing our next chapter; we’re writing our next book!”
House of TONI&GUY
The show began with an exclusive preview from TONI&GUY’s 2025 campaign, House of TONI&GUY, shining a dynamic spotlight on the brand’s pioneering style, dynamic innovation and deep passion for stunning hair.
London Fashion Week
Guests enjoyed an exclusive look at the styles that dominated London Fashion Week this season with TONI&GUY’s team delivering an insight into what the biggest trends for SS25 are set to be.
LABEL.M
The product line’s 2025 collection: Empowering Me shifted the focus from the brand empowering its clients to encouraging them to empower themselves, through the brand’s personalised haircare range LABEL.M.
Men’s
Mainstage 2024 placed a strong focus on men’s styling. From sharp cuts to modern grooming techniques, Artistic Directors Dexter Johnson and Men’s Hairdresser of the Year Sam Elliot and presented a diverse range of men’s trends.
Cos Sakkas 2024 British Hairdresser of the Year Collection
TONI&GUY’s celebrated Global Creative Director and two-times British Hairdresser of the Year, Cos Sakkas, took to the stage to showcase his latest collection, Eclipse. Known for his visionary approach and attention to detail, each look bridged artistry with technical precision, demonstrating why he continues to be recognized at the forefront of the hairdressing industry.
Avant-Garde
In a fitting finale, International Artistic Director, Efi Davies delivered an awe-inspiring display of creative ingenuity that encapsulated TONI&GUY’s ingenious spirit. Models came down the runway featuring bold, sculptural hair creations that fused art with fashion, whilst aerialists performed mid-air tricks.
Awards
The TONI&GUY Awards recognise the very best stylists, visionaries, creatives and salons from across the world:
TONI&GUY GLOBAL CREATIVE IMAGE
presented by Cos Sakkas, Global Creative Director
WINNER: Australian Art Team
2024 RISING STARS
presented by Cos Sakkas, Global Creative Director
WINNERS:
1st Year Blow Dry – Lily Farrow, Covent Garden
1st Year Hair Up – Ekaterina Kim, Teddington
2nd Year Future Foundation Cut & Colour – Sophie Mai Gouldbourne, Clapham Junction
3rd Year Creative Cut & Colour – Isabella Sutcliffe, Manchester
LABEL.M DISTRIBUTOR OF THE YEAR
presented by Eamonn Boreham, LABEL.M Global Commercial Manager
WINNER: Czech Republic
TONI&GUY LABEL.M SALON OF THE YEAR
presented by Eamonn Boreham, LABEL.M Global Commercial Manager
WINNER:
Bracknell : Highest Retail
Milton Keynes : Highest Growth
TONI&GUY UK SALON OF THE YEAR
presented by David Higgins, L’Oréal Professional Products
WINNER: Gosforth - Samantha Tazey
TONI&GUY GLOBAL SALON OF THE YEAR
presented by Sacha Mascolo-Tarbuck, CEO
WINNER: Cherry Reynes, Philippines
OUTSTANDING ACHIEVEMENT
presented by Sacha Mascolo-Tarbuck, CEO
WINNER: Tim Avory, Group
