TONI&GUY Hairdressing
TONI&GUY Hairdressing is a British premium hairdressing brand operating 650+ franchise and directly-operated salons across 38-45 countries, serving individual consumers with cutting, colouring, and styling services, the proprietary LABEL.M product line, and professional education through 19 academies worldwide.
- Company typePrivate
- Founded1963
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What TONI&GUY Hairdressing does
TONI&GUY Hairdressing, founded in 1963 by brothers Toni and Guy Mascolo in Clapham, south London, is a British premium hairdressing brand operating over 650 salons across approximately 38-45 countries through a 90% franchise model, complemented by directly-operated flagship locations. The company offers premium hairdressing services (cutting, colouring, styling, treatments), a proprietary LABEL.M professional haircare product range distributed via salon retail, own e-commerce (shop.toniandguy.com, labelm.com), and third-party retailers including Boots, and a comprehensive professional education programme delivered through 19 academies worldwide, anchored by the London flagship Academy opened in 1982.
The technology stack is conventional SaaS rather than proprietary: Zenoti powers online booking and the UK mobile app, Klaviyo handles email marketing, Google Analytics and Microsoft Clarity provide web analytics, and Ve Interactive supports on-site personalization. The underlying operating model monetizes across four streams - salon service transactions, one-time franchise fees of £40,000-£60,000 with five-year terms plus ongoing royalties, tiered education courses (beginner £6,000-£16,500; creative and advanced £180-£2,000+), and LABEL.M wholesale and retail product sales. The brand holds the official partnership with London Fashion Week since 2004 (via the British Fashion Council), the LABEL.M product line is the Official Haircare Product of London Fashion Week, and the company has accumulated 150+ industry awards including 80+ British Hairdressing Awards.
Leadership is anchored by CEO Sacha Mascolo-Tarbuck (daughter of co-founder Toni Mascolo, joined 1988) and Global Creative Director Cos Sakkas. The company is registered in England as Mascolo Limited. In January 2026, Reliance Consumer Products Ltd acquired global brand rights, introducing a strategic shift toward Indian and broader emerging-market expansion under new ownership while the franchise operating model continues.
TONI&GUY Hairdressing firmographics
Firmographics- Name
- TONI&GUY Hairdressing
- Legal name
- Mascolo Limited
- Website
- https://toniandguy.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- TONI&GUY Hairdressing is a British premium hairdressing brand operating 650+ franchise and directly-operated salons across 38-45 countries, serving individual consumers with cutting, colouring, and styling services, the proprietary LABEL.M product line, and professional education through 19 academies worldwide.
- Ownership category
- akta.pro rank
TONI&GUY Hairdressing industry classification
Industry- Product category
- Professional Hairdressing Services
- NAICS
- Beauty Salons (812112), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Hair, Nail, and Skin Care Services (81211)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Haircutting & Styling Services (HSALAAAD)
- akta.pro secondary industries
- Hair Coloring & Highlights Services (HSALAAAE), Men's Hair Salons (HSALAAAB), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Professional/Salon Haircare (Backbar & Retail) (CRABABAK)
Keywords
Where TONI&GUY Hairdressing is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
TONI&GUY Hairdressing business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Salon Services: Hairdressing services including cutting, colouring, styling, and treatments offered through TONI&GUY and essensuals salons globally. Revenue generated from individual service appointments paid by consumers at point of sale.
- Education Courses: Professional hairdressing education programmes including beginner courses (8-30 weeks, £6,000-£16,500), creative courses (£180-£2,000+ VAT), and bespoke programmes. Courses delivered at the London flagship Academy and internationally.
- LABEL.M Products: Sale of professional haircare products through salon retail, e-commerce (shop.toniandguy.com, labelm.com), and third-party retailers. Includes the LABEL.M, LABEL.Men, and related product ranges.
- Franchise Fees: Franchise partnerships where franchisees pay for the right to operate under the TONI&GUY brand, receiving brand support, education, operations guidance, and access to the franchise network. Investment range: £40,000 to £60,000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Beginner's Cut & Colour (30 weeks): £16,500 with interest-free payment plans available |
| One time/ perpetual license | Multi-year contract | Beginner's Cut & Colour (26 weeks): £15,000 - Suitable for International Student Visa |
| One time/ perpetual license | Multi-year contract | Beginner's Cut Only (18 weeks): £10,250 |
| One time/ perpetual license | Multi-year contract | Beginner's Colour Only (8 weeks): £6,000 |
| One time/ perpetual license | Pay-as-you-go | Creative Cut & Colour: £180-£850+ VAT (1-3 days) |
| One time/ perpetual license | Pay-as-you-go | Avant Garde: £900 + VAT (2 days) |
| One time/ perpetual license | Pay-as-you-go | Styling & Finishing: £580 + VAT (2 days) |
| One time/ perpetual license | Pay-as-you-go | Braiding Masterclass: £650 + VAT |
| One time/ perpetual license | Pay-as-you-go | Creative Men's: £850 + VAT (3 days) |
| One time/ perpetual license | Pay-as-you-go | Master Highlighting: £1,000 + VAT (5 days) |
| One time/ perpetual license | Pay-as-you-go | Balayage & Blend: £950 + VAT |
| One time/ perpetual license | Pay-as-you-go | Salon Foundation Cutting: £1,000-£2,000 + VAT |
| Other | Multi-year contract | Franchise Investment: £40,000 to £60,000 |
| Transaction based/ take rate | Pay-as-you-go | Salon Cancellation Fee: £30 per service element |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels9 records
TONI&GUY Hairdressing product offering
Product offeringCore offering
TONI&GUY Hairdressing provides professional hairdressing services through a global network of 650+ salons across 38 countries, supported by an in-house professional haircare brand (LABEL.M) and a worldwide education division. The company operates primarily on a franchise model (90% franchised) and supplements salon services with educational courses, fashion-week hair styling, and proprietary product retail.
Product overview
TONI&GUY is a British hairdressing brand operating over 450 salons across 37+ countries. The company offers a portfolio of interconnected products and services: core hairdressing salon services (cutting, coloring, styling, treatments), the LABEL.M professional haircare product line (including shampoo, conditioner, styling, and treatments), hair accessories, and franchise opportunities. The company also operates a comprehensive education division offering beginner through advanced courses at its London Academy, including cutting, coloring, creative techniques, and specialized programs like Balayage and Session/Editorial. TONI&GUY holds a long-standing partnership with London Fashion Week (since 2004) as the official hair partner, and offers a loyalty/rewards programme alongside gift cards.
Differentiator
Problem solved
Functional benefit
Brands
- LABEL.M: Professional personalised haircare range created by TONI&GUY. Became the Official Haircare Product of London Fashion Week in 2013.
- essensuals
Products and services
- TONI&GUY Salon Services Professional hairdressing services including cut, colour, and styling delivered through 650+ TONI&GUY salons across 38 countries; targeted at individual consumers seeking premium hair services.
- LABEL.M Professional Haircare
- Hair Accessories
- Beginner's Hairdressing Course
- Salon Foundation Courses
- Creative Hairdressing Courses
- Specialised Technique Courses
- Bespoke Education Programme
- Colourstart Allergy Alert Test
- TONI&GUY Franchise Opportunity
- TONI&GUY Gift Cards & Rewards
Quantifiable outcome
- 80+ British Hairdressing Awards including Best Artistic Team a record 11 times
- +3 more outcomes
Companies that use TONI&GUY Hairdressing
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
TONI&GUY Hairdressing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
TONI&GUY Hairdressing partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered flagship, minor and core.
- British Fashion CouncilflagshipOfficial Partner to London Fashion Week since September 2004. TONI&GUY session team creates hair for designer runway shows. LABEL.M is the Official Haircare Product of London Fashion Week - the first time London Fashion Week lent its name to a product line as an official product endorsement. Partnership includes London Fashion Week, London Fashion Week Men's, and The Fashion Awards.
- Vauxhall Fashion ScoutminorIn 2008, TONI&GUY extended support as official sponsor to Vauxhall Fashion Scout - the largest off-schedule venue and home of new talent that identifies emerging fashion designers.
- David KomacoreKey British designer supported by TONI&GUY at London Fashion Week; creative collaboration for runway hair styling
- Mary KatrantzoucoreKey British designer supported by TONI&GUY at London Fashion Week; creative collaboration for runway hair styling
- Giles DeaconcoreKey British designer supported by TONI&GUY at London Fashion Week; creative collaboration for runway hair styling
- House of HollandcoreKey British designer supported by TONI&GUY at London Fashion Week; creative collaboration for runway hair styling
- Paul CostelloecoreKey British designer supported by TONI&GUY at London Fashion Week; creative collaboration for runway hair styling
- JW AndersoncoreKey British designer supported by TONI&GUY at London Fashion Week; creative collaboration for runway hair styling
- Jean-Pierre BraganzacoreKey British designer supported by TONI&GUY at London Fashion Week; also collaborated on AW14 limited edition luxury scarf with label.m
- Gareth PughcoreDesigner collaboration including work at China Fashion Week; led by Frankie Chan at Beijing 798 Art Center
- Hackett LondonminorDesigner supported by TONI&GUY session team at London Fashion Week
- E.TautzminorDesigner supported by TONI&GUY at London Fashion Week Men's shows
- Todd LynnminorDesigner supported by TONI&GUY at London Fashion Week
- Pam HoggminorDesigner supported by TONI&GUY at London Fashion Week
- Hair Meets WardrobeminorLicensed manufacturer of TONI&GUY products available in Boots and other retailers
- Reliance Consumer Products LtdminorReliance Consumer Products Ltd acquired global rights to TONI&GUY brand in January 2026 for personal care and beauty market expansion
Scale indicators10 records
Recent moves8 records
Expansion highlights5 records
TONI&GUY Hairdressing competitors and assessment
Company assessmentDirect peers
- Vidal Sassoon: Iconic British-founded professional hairdressing brand with parallel salon, education, and professional product business (sold to Procter & Gamble). Directly comparable global premium salon heritage with associated product line and educational academy model.
- Regis Corporation: US-listed owner and franchisor of a large portfolio of salon brands (Supercuts, SmartStyle, Cost Cutters, Hair Club). Closest public-comparable for TONI&GUY's franchise-led salon business model and royalty/scale economics.
- Great Clips: Large North American franchise salon chain (~4,400+ units). Comparable to TONI&GUY in being a franchise-led salon platform, although positioned more value-oriented than TONI&GUY's premium tier.
- John Frieda (Kao Corporation): Premium professional-inspired haircare brand owned by Kao. Competes with LABEL.M in retail haircare targeting consumers via professional-heritage positioning and salon-channel visibility.
- Hair Cuttery: Large US salon operator (owned by Ratner Companies) with hundreds of franchised/corporate salons. Comparable franchise-driven salon scale and consumer-services model to TONI&GUY, although with a US mass-market positioning versus TONI&GUY's premium positioning.
Broad incumbents
- L'Oréal Professionnel: Global leader in professional salon haircare products and a major professional education provider within the broader L'Oréal portfolio. Competes head-on with LABEL.M in professional backbar/retail distribution through salons and serves the same stylists TONI&GUY educates.
- Wella (Wella Company): Heritage professional haircare brand owned by KKR/Clayton, Dubilier & Rice operating across salon products, color, and education. Overlaps significantly with TONI&GUY's LABEL.M, education, and session-team/salon business model.
- Schwarzkopf (Henkel): Major professional salon brand within Henkel's Beauty Care portfolio, providing shampoos, color, and styling products used in salons worldwide. Direct professional-haircare competitor to LABEL.M at global scale.
- Aveda (Estée Lauder): Premium botanical-positioned professional salon brand within Estée Lauder, operating its own network of Aveda salons and offering in-salon and retail haircare. Similar fashion/lifestyle positioning to TONI&GUY with a comparable salon-plus-product-plus-education model.
Emerging players
- OLAPLEX: Fast-growing prestige bond-building haircare brand originating in the professional channel. Emerging direct competitor to LABEL.M as a salon-led prestige haircare franchise with growing retail and DTC distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
TONI&GUY Hairdressing social profiles
Digital presenceTONI&GUY Hairdressing financial estimates
Financial estimateRevenue estimate
Valuation estimate
TONI&GUY Hairdressing leadership team
Management profileNumber of profiles
Profiles3 records
TONI&GUY Hairdressing subsidiaries and ownership
Company hierarchySubsidiaries2 records
TONI&GUY Hairdressing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TONI&GUY Hairdressing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TONI&GUY Hairdressing
What does TONI&GUY Hairdressing do?
TONI&GUY Hairdressing provides professional hairdressing services through a global network of 650+ salons across 38 countries, supported by an in-house professional haircare brand (LABEL.M) and a worldwide education division. The company operates primarily on a franchise model (90% franchised) and supplements salon services with educational courses, fashion-week hair styling, and proprietary product retail.
Is TONI&GUY Hairdressing a public or private company?
TONI&GUY Hairdressing is a private company. It is classified as corporate owned and is currently operating.
When was TONI&GUY Hairdressing founded?
TONI&GUY Hairdressing was founded in 1963. It employs 251 to 500 people.
Where is TONI&GUY Hairdressing based?
TONI&GUY Hairdressing is headquartered in London, United Kingdom, in the Europe region.
How does TONI&GUY Hairdressing make money?
Four revenue lines are on record. Salon Services are the primary driver. The others are education Courses, LABEL.M Products and franchise Fees.
Who are TONI&GUY Hairdressing's main competitors?
Direct peers on record are Vidal Sassoon, Regis Corporation, Great Clips, John Frieda (Kao Corporation) and Hair Cuttery. Broad incumbents are L'Oréal Professionnel, Wella (Wella Company), Schwarzkopf (Henkel) and Aveda (Estée Lauder). OLAPLEX is listed as an emerging player.
Does TONI&GUY Hairdressing have an API?
No public API is recorded for TONI&GUY Hairdressing.
What industry is TONI&GUY Hairdressing in?
TONI&GUY Hairdressing's product category is Professional Hairdressing Services. Its primary akta.pro industry code is HSALAAAD, Haircutting & Styling Services, with a secondary code of HSALAAAE, Hair Coloring & Highlights Services. Its NAICS code is 812112 and its SIC code is 2844.