Tones of Beauty: A Groundbreaking Celebration of Multicultural Beauty

The UK beauty industry took a bold step forward this week with the successful launch of Tones of Beauty, the UK’s first and only trade exhibition and conference solely dedicated to multicultural beauty. Held at Excel London from 30 June to 1 July 2025, the landmark event welcomed more than 4,000 beauty and hair professionals, marking a powerful shift toward better representation and inclusion in the sector.

With over 200 exhibitors from more than 50 countries—many making their UK debut—the expo served as a vibrant showcase of cosmetics, skincare, and hair products catering specifically to the UK’s 12 million people of Black, Asian and mixed heritage. From Afro-textured haircare to melanin-rich foundation shades, Tones of Beauty offered a diverse product range reflective of the communities it aims to serve, in a market valued at over £2.7 billion.

Retail giants including Boots, Superdrug, Tesco, John Lewis, and QVC sent VIP buyers to scout new talent and brands. From niche indie labels to established global names, the exhibition halls buzzed with innovation, inspiration and real business opportunity. Importers, distributors, beauticians, salon owners and high street buyers gathered under one roof, united by a common goal: to expand choice and access for underrepresented consumers.

Alongside the trade show, the accredited Tones of Beauty Conference offered education and insight across three stages, with live demonstrations, panel discussions, and expert masterclasses. Developed under the leadership of Lola Maja—celebrated beauty professional and Head of Education for the event—the programme tackled issues ranging from industry innovation to entrepreneurship and business growth. “We’re proud to create a space that not only celebrates diversity in beauty, but also provides the tools and knowledge to grow inclusive businesses,” Maja said.

Backed by BtoB Events Ltd—the Coventry-based organisers behind Beauty West Africa, Africa’s largest beauty trade show—Tones of Beauty represents a natural next step in the company’s global expansion. Managing Director Jamie Hill described the UK launch as “a long-overdue opportunity to meet the needs of a significant and often underrepresented market.”

The atmosphere throughout the two days was electric, fuelled by optimism, purpose, and the shared belief that multicultural beauty deserves equal prominence on every shelf. From product sampling to skill-sharing, networking to deal-making, Tones of Beauty proved not only timely but necessary.

As the doors closed on its inaugural edition, one thing was clear: Tones of Beauty has arrived not just as a trade event, but as a movement—one that is set to reshape the UK and European beauty landscape for good. Plans for 2026 are already in motion, and with momentum firmly behind it, the future of multicultural beauty in Britain looks more radiant than ever. Mark your calendars to join us on 29th and 30th June 2026 for our next edition!

For more information on how to exhibit at the Tones of Beauty Expo 2026, Click Here.