On the 30th of June, I had the opportunity to exhibit at Tones of Beauty the UK’s first professional event dedicated to multicultural beauty, held at London’s ExCeL Centre.

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

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

A Relaxed, Professional Crowd

From the minute 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, to ask questions, to watch demos, and to engage with brands properly.

It also meant those of us with stands had time to chat, connect, and really understand what attendees were looking for.

The speaker stage looked absolutely packed out and I’ll admit I’m gutted I didn’t manage to catch any of the talks. The lineup was top tier, and judging by the crowd, people were genuinely interested in learning, not just shopping.

If I were attending purely as a guest, I’d probably have spent the entire weekend 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 niche services. I’d love to see an even broader mix of business types next year, especially more from the tech, education, or digital tools space but for a debut event, it had a great foundation.

It felt curated with care, not crammed with filler.

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’re doing at The Hair & Beauty Directory,  especially around visibility, business education, and raising standards.

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’d love to be part of its evolution. The crowd, the energy, the topics covered… it all felt current and aligned with what our industry actually needs.

Next year, I hope even more businesses join and I’m already planning to make time to attend the talks properly.