TONI&GUY South Pakistan proudly marked 20 years of redefining hair artistry, innovation, and fashion with a grand celebration.
This milestone event took place at the British Deputy High Commission in Karachi and was a spectacular showcase of creativity, style, and an unwavering commitment to excellence.
Over two decades in Pakistan and six decades worldwide, TONI&GUY has cemented its position as a trailblazer in cutting-edge techniques and trendsetting styles, all while fostering strong collaborations with the global fashion industry.
The celebration not only reflected the brand’s journey but also highlighted its future-forward approach to hairstyling and beauty.
With a strong focus on the brand’s 2024 campaign, Hair at TONI&GUY, the event showcased the brand’s unique synergy, blending hair education and artistry with LABEL.M—the professional hair care range—and fashion.
These elements were brought to life through wrap-around screens and immersive imagery, creating a truly captivating experience.
Saeeda Mandviwalla, Chairwoman and Director of TONI&GUY South Pakistan, warmly welcomed 350 distinguished guests to the 20th-anniversary celebration.
The star-studded event included VIPs, celebrities, socialites, influencers, designers, media representatives, bloggers, and trendsetters, all gathered to commemorate this significant milestone for TONI&GUY.
“It has been an incredible journey, and one that I never imagined,” she said. “The campaign, Hair at TONI&GUY, is an electrifying glimpse into the brand’s future, setting the stage for an industry revolution. This collection is not just a step forward—it’s a leap into a whole new era of hair artistry and innovation.”
Inspired by TONI&GUY’s iconic heritage collections, Hair at TONI&GUY, represents a creative evolution while staying true to the brand’s signature philosophy of beauty, adaptability, and individuality of lifestyle.
Looking ahead, the focus remains on pushing boundaries and setting trends in the hair and beauty industry. As Toni Mascolo, the late founder of TONI&GUY, famously said, “We have only just begun.”
Hair at TONI&GUY — “Have You Heard”
The show began with an exclusive preview of TONI&GUY’s 2024 campaign, shining a dynamic spotlight on the brand’s pioneering style, dynamic innovation, and deep passion for stunning hair.
LABEL.M
LABEL.M’s 2025 collection: Empowering Me, shifted the focus from the brand empowering its clients to encouraging them to empower themselves, through the brand’s personalized haircare range LABEL.M.
London Fashion Week
Guests enjoyed an exclusive look at the styles that dominated London Fashion Week this season with TONI&GUY’s team delivering an insight into what the biggest trends for SS25 are set to be.
Avant-Garde
In a fitting finale, International Artistic Director Efi Davies and the team delivered an awe-inspiring display of creative ingenuity that encapsulated TONI&GUY’s ingenious spirit. Models came down the runway wearing bold, sculptural hair creations that fused art with fashion.
Sarah Mooney, Deputy High Commissioner Karachi, remarked, “I am delighted to host the celebration of TONI&GUY’s 20th anniversary here in South Pakistan. TONI&GUY is a great British brand famous worldwide for its commitment to quality in hair care and beauty. And Saeeda Mandviwalla and her wonderful team have taken that to new heights here in Pakistan. Truly a perfect partnership.”
Asima Haq, Director of Beauty & Well-being and Personal Care at Unilever Pakistan, said, “Unilever, being a pioneer in wellness and beauty, is looking forward to celebrating TONI&GUY’s 20-year journey with PONDS and LUX; two of Pakistan’s iconic brands representing empowerment, innovation and elegance that have stood as symbols of beauty for generations, and have inspired confidence and individuality driving excellence and setting new benchmarks in the beauty industry.”
Mehreen Ahmed, Group Head Retail Banking, Bank Alfalah, remarked, “Bank Alfalah’s alliance with TONI&GUY marks a significant step toward women’s financial inclusion, particularly within Pakistan’s beauty and fashion industry. Integrating this vibrant sector into the financial ecosystem creates a win-win scenario that drives economic growth and empowers the industry.”
Qawi Naseer, Country Managing Director, L’Oréal Pakistan, said, “For two decades, L’Oréal Pakistan and TONI&GUY have shared a vision of elevating hairstyling and beauty to new heights. Together, we’ve set benchmarks, redefined trends, and inspired creativity within Pakistan’s beauty industry. As we celebrate this milestone, we remain committed to pushing the boundaries of innovation, artistry, and excellence, empowering individuals to express their unique beauty expression.”