Our recent event, ‘A Night Of Diamonds’ saw a spectacular evening to celebrate TONI&GUY’s diamond anniversary, marking 60 years as a hair and fashion Superbrand. After six decades of iconic looks and innovation, the global Superbrand is still on the cutting-edge of style by shining the spotlight on women from 40-60, who are woefully underrepresented in advertising.
TONI&GUY chose to partner with AllBright because both brands are passionate about supporting women to look, feel and be our most authentic selves. Read on as we look back on TONI&GUY’s momentous brand history, highlights from the luxuriant evening at AllBright and TONI&GUY’s innovative haircare line designed to strengthen your locks.
A Night Of Diamonds – TONI&GUY’s diamond anniversary
On a Thursday summer evening, we hosted TONI&GUY’s 60th anniversary soiree on the 5th floor of our Mayfair club. We enjoyed the sparkling conversation, flowing cocktails and canapes, and were even pampered with hair treatments featuring the latest and best TONI&GUY product range. We welcomed AllBright members, beauty influencers, and VIP guests of TONI&GUY’s to the exclusive event. The lucky winners of TONI&GUY’s recent competition with Boots went home with a lush goody bag of samples and a stunning diamond necklace designed by Lark & Berry, worth £3,000! Our AllBright Salon was also stacked with TONI&GUY’s popular StrengthPlex range of shampoo and conditioner, designed to nourish and repair hair bonds.
In addition to a digital gallery showcasing the most iconic moments in beauty, fashion and hair over the brand’s history, we also curated an impactful panel discussion on the brand and haircare industry through the ages. Hosted by Tobi Asare, the panel featured Cos Sakkas, British Hairdresser of the Year and Global Creative Director for TONI&GUY, and Bridget March, the Digital Beauty Director of iconic women’s fashion magazine Harper’s Bazaar.
Together we explored how hairstyles and fashion trends have shaped and been shaped by the context they existed in and how TONI&GUY helped mould the iconic hairstyles we recognise and love today.
The swinging ‘60s
During the 1960s, a time of rebellion, change and revolution in every aspect, the birth of the brand set the tone for its subversive and trend-setting legacy throughout the decades.
Founders, Toni Mascolo and his brother Guy, immigrated to south London from Italy with their family and taking after their father, learned to cut and style hair. What set them apart in their early days was their dedication to hard work, ‘Italian style’ advertising techniques and most importantly, serving all genders by offering a unisex service. TONI&GUY disrupted the traditionally segregated salon and barbershop culture, during a time when change was ubiquitous across fashion and social attitudes.
“Since the ‘60s, we’ve seen diversification in hairstyles trends – and the ongoing reinvention of countless cuts and styles such as the bob, the fringe, the ponytail, the bun, the buzz cut – so it’s more about the fast pace of trends changing fashion at large. Now, amplified by social media, hair has become more aligned with self-expression than ever,” Bridget said.
The stylish ‘70s
The 1970s ushered in a new era of popular hairstyles like the shag, curtained fringes and disco hair. Ignoring the ‘70s geometric dos of hard lines, TONI&GUY pioneered rounded-brush blow-drys for a softer, more feminine look. The brand’s early success led the brothers to opening their first central London salon in 1973, catching the attention of the press which launched the brand into the European conscience.
The edgy ‘80s
Enter the awesome ‘80s – the retro styles of high side ponytails, perms and crimped hair. In the ‘80s, TONI&GUY continued teaching hairstyling all over the world, franchised salons and even innovated new products like hair gel under the TIGI brand, towards the Avant-garde hair era.
The nostalgic ‘90s
Pixies, space buns, pigtails, and chunky highlights – and those are just the hair trends from the Spice Girls era. The '90s truly left an unforgettable mark on hairstyling. "The most iconic trend to me is probably 'The Rachel' cut, which perfectly embodied the spirit of the '90s. With its layers and pin-straight texture, this era marked significant advancements in tools and product development, making it easier to style our hair at home," Bridget noted.
The 1990s built upon TONI&GUY’s tremendous success in the previous decade, the 1990s brought a slew of awards and accolades, with the salon network growing into the triple digits. Alongside this, Toni’s children Sacha and Christian joined the company's artistic team, and he also introduced the essensuals hairdressing brand – his fastest-growing business.
The new millennium – the 2000s and 2010s
The dawn of the 2000s witnessed a shift towards more conventional straight and sleek looks, along with Y2K hairstyles.
In the new millennium, TONI&GUY solidified its place in fashion as the official sponsor of London Fashion Week. The 2000s also crowned TONI&GUY as a superbrand. Under the guidance of Global Brand Director and owner Sacha Mascolo-Tarbuck, TONI&GUY seamlessly merged the best of fashion with hair care, boasting 680 salons across 40 countries.
“Hair is so closely linked to identity, and it also plays an important role in shaping cultural tastes and norms, so whether it’s a way to express individuality or feel part of a zeitgeist, hair is so important. Today there aren’t such uniform trends, but it continues to be a major way to express ourselves. It’s just evolved.” Bridget said.
Now over to you, which iconic hairstyle over the decades do you identify with the most?
To the next sixty years and beyond
Innovating and doing things differently is what led TONI&GUY to become the iconic and impressive global brand it is today. So it’s no surprise that their diamond anniversary sets the tone for the next frontier of hair and style. TONI&GUY will continue to lead the charge in showcasing the underrepresented beauty of women who are 40-60 and feeling fabulous, but who have very much been neglected and underrepresented by the beauty industry. TONI&GUY want to shine a light on them, reshaping perceptions and breaking down barriers by challenging the status quo.
Our top picks from TONI&GUY
A key ingredient in TONI&GUY’s much loved StrengthPlex products you’ll love is the Australian Kakadu Plum formula – the secret ingredient to strengthen and fortify all hair types and repair damage to coloured and heated hair.
Try the TONI&GUY StrengthPlex Bond Repair Mask in between colour appointments to restore your locks and prevent future damage.
For ongoing protection, opt for the StrengthPlex Shampoo and Conditioner to use regularly and watch your hair glow.
Follow TONI&GUY’s journey towards enriching women’s hair care. They’ll have you looking and feeling your best. Explore the full TONI&GUY StrengthPlex range, available at Boots in-store and online.