On 5th October, TONI&GUY’s Mainstage event made a triumphant return, delivering a spectacular show of hair artistry, innovation and fashion.
Recognised as one of the hairdressing industry’s most anticipated annual events, Mainstage took place at HERE, The Outernet in central London, uniting TONI&GUY’s top creatives to highlight their pioneering techniques, trendsetting styles, and collaborations with the global fashion scene.
The event put TONI&GUY’s 2026 campaign, Edition One, at the forefront, celebrating the brand’s ethos of continuous evolution. Attendees were immersed in a digital spectacle, with The Outernet’s interactive wrap-around screens and 360° digital tunnel bringing the campaign to life in a fully immersive experience.
CEO Sacha Mascolo-Tarbuck and Global Creative Director Cos Sakkas welcomed 1,200 guests, reflecting on the brand’s achievements over the past year. Sacha addressed the audience as her TONI&GUY family, thanking the global team for coming together under one roof to celebrate passion, connection and unity. Cos echoed these sentiments, crediting the brand’s successes to TONI&GUY salons, the professional haircare range LABEL.M, and above all, the global family of stylists whose talent and dedication drive the brand’s evolution.
This year’s Mainstage reaffirmed TONI&GUY’s position at the cutting edge of hairdressing, inspiring creativity, innovation, and collaboration across the global hair industry with each section.
Edition One
The show began with an exclusive preview from TONI&GUY’s 2025 campaign, Edition One signifying the brands constant evolution through its teams, education, haircare range salons, fashion and digital presence.
Editorial
Guests enjoyed an exclusive look at the styles that dominated this season, as well as TONI&GUY’s team delivering an insight into what the biggest trends for SS26 are set to be, with collections from designer Leo Prothman – who the brand collaborated with in September during London Fashion Week.
LABEL.M
LABEL.M’s 2026 collection: “Hair Like LABEL.M” shifted its approach from a personal focus, to haircare, prioritising performance, ingredient integrity, and visible results.
Men’s
Mainstage 2025 placed a strong focus on men’s styling. From sharp cuts to modern grooming techniques, Artistic Directors and Men’s Hairdressers of the Year Finalists, Dexter Johnson and Sam Elliot presented a diverse range of men’s trends from their latest collections.
British Hairdresser of the Year
Current British Hairdresser of the Year and Global Creative Director, Cos Sakkas, TONI&GUY’s and three-times British Hairdresser of the Year nominee took to the stage to showcase his latest collection, Beyond the Title. Known for his visionary approach and attention to detail, each look bridged artistry with technical precision, demonstrating why he continues to be recognised at the forefront of the hairdressing industry. Making industry industry history as the first brand to ever have two British Hairdresser Nominees in the same year. Efi Davies also showed off her collection Parousia.
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, alongside a dramatic performance artist that elevated the theme of the collection.
Awards
The TONI&GUY Awards recognise the very best stylists, visionaries, creatives and salons from across the world:
2025 RISING STARS
- 1st Year blow dry – Jadah Barrett, TONI&GUY Covent Garden
- 1st Year Hair up – Ava Keaney, TONI&GUY Newbury
- 2nd Year - Louise Latif, TONI&GUY Canary Wharf
- 3rd Year – Ruby Pearson, TONI&GUY Sloane Square
TONI&GUY GLOBAL CREATIVE IMAGE
- Hide Saiga, Japan
LABEL.M DISTRIBUTOR OF THE YEAR
- India
TONI&GUY LABEL.M RETAIL SALON OF THE YEAR
- Southend-on-sea
TONI&GUY UK SALON OF THE YEAR
- Covent Garden
- Farnham
TONI&GUY GLOBAL SALON OF THE YEAR
- Spain