What It Was Really Like Exhibiting at Tones of Beauty 2025

On 30 June 2025, I had the opportunity to exhibit at the very first Tones of Beauty, the UK's professional trade show dedicated to multicultural beauty, held over two days at ExCeL London.

For a first time show, I have to say it was impressive.

The event brought together salon professionals, beauty founders and independent brands in a calm, welcoming space that encouraged genuine conversation. It didn't feel rushed or corporate, and for that reason I think it really stood out.

Why a multicultural beauty show matters

Clients with textured hair and deeper skin tones are a huge market, and the numbers show just how much opportunity there is. McKinsey's research on Black representation in the beauty industry found that Black consumers account for 11.1% of US beauty spending, yet Black owned brands make up only around 2.5% of revenue. 73% of the Black consumers surveyed said the products they wanted were often out of stock, and McKinsey estimates that closing these gaps is a $2.6 billion opportunity.

Those figures are from the US, but the need is global. Professionals want great education on working with every hair type and skin tone, and clients want to find people who are genuinely skilled at it. A show built around that need is exactly what the industry needs.

A relaxed, professional crowd

From the minute the doors opened, the atmosphere was friendly, relaxed and curious.

I met a lot of interesting people, had meaningful conversations throughout both days and was still talking to attendees right up until closing. That doesn't happen at every show.

There was a steady buzz, busy but not packed, which actually worked in everyone's favour. People had space to explore, ask questions, watch demos and engage with brands properly. It also meant those of us with stands had time to chat and really understand what attendees were looking for.

A speaker line up that deserved more of my time

The speaker stage looked absolutely packed, and I'll admit I'm gutted I didn't manage to catch any of the talks. The line up was top tier, and judging by the crowd, people were genuinely there to learn, not just to shop.

If I had been attending purely as a guest, I would probably have spent both days listening to those talks. They nailed the educational value.

A refreshing mix of brands

There was a strong presence of independent businesses showcasing everything from skincare to haircare and specialist services. I would love to see an even broader mix of business types next time, especially from the tech, education and digital tools space, but for a debut event it had a great foundation.

It felt curated with care, not crammed with filler.

My experience as an exhibitor

Having a stand myself was a huge learning curve, and a brilliant one. I had meaningful chats with people who were genuinely engaged with the work we are doing at The Hair and Beauty Directory, especially around visibility, business education and raising standards.

Visibility came up again and again. Showing your treatments, qualifications and specialisms clearly is what helps the right clients find you.

Some attendees circled back later in the day to continue our conversations, which tells you a lot about the tone of the event.

Also, London was hot, so yes, I managed to squeeze in a mini break while I was there too!

Would I exhibit again?

Absolutely. I think Tones of Beauty has the potential to become a key annual event, and I would love to be part of its evolution. The crowd, the energy and the topics covered all felt current and aligned with what our industry actually needs.

I hoped even more businesses would join for the next one, and I planned to make time to attend the talks properly. You can read how that turned out in my look at Tones of Beauty 2026.

Planning your own show calendar? Browse upcoming beauty industry events on the directory, and if you exhibit or train, list your business for free so the people you meet can find you again afterwards.