Tones of Beauty, the UK’s only dedicated B2B beauty, hair and fragrance trade expo, returns to ExCeL London on Wednesday 1st and Thursday 2nd July 2026 — and this year’s event is the most ambitious yet. Launched by BtoB Events in 2025 with a special emphasis on multicultural beauty, the show has grown over 150% since its debut, now hosting more than 200 international exhibitors and expecting 4,000+ professional visitors across the two days.
Connecting global brands with buyers, distributors and wholesalers across the UK, Tones of Beauty 2026 marks a significant expansion across every corner of the show — from a ground-breaking fragrance showcase to new dedicated zones for Korean beauty and emerging UK brands, alongside a packed two-day conference programme.
What’s New for 2026
This year’s show introduces four major new elements alongside the core exhibition:
Fragrance Takes Centre Stage
Fragrances will dominate a large portion of this year’s exhibition floor, reflecting the remarkable 8.6% annual growth in the UK’s fragrance sector, which is now worth £2.19 billion (CTPA, 2024). With over 100 perfume brands exhibiting, Tones of Beauty has firmly established itself as the UK’s pre-eminent trade destination for the global fragrance industry.
Georgina Lloyd, Beauty Portfolio Manager at BtoB Events, comments:
“Fragrance has become one of the fastest-growing and most dynamic categories in beauty, with buyers increasingly looking for brands that offer innovation, storytelling and strong market differentiation. We’ve seen growing interest from fragrance exhibitors as the sector expands into niche perfumery, wellness, layering and culturally inspired concepts.”
Scent traditions from across the globe will be represented — from oud and incense notes of the Middle East to floral, fresh and gourmand profiles from other international markets — reflecting the inclusive beauty ethos at the heart of the show.
Demonstrating the international appeal of this year’s event, leading Arabian perfumier Dkhoni has signed as Title Sponsor, joined by fragrance sponsors Al Haramain, ARMAF and Fragrance World. Tameem Hezam, Director of International Sales & Commercial Affairs at Dkhoni, says:
“For us, this exhibition is more than a trade event; it is a platform to connect with international wholesalers, distributors, and industry leaders who are shaping the future of beauty and fragrance. London represents diversity, innovation, and global influence, making it the ideal place to showcase our vision.”
K-Beauty, the UK Discovery Hub and More
The introduction of a dedicated K-Beauty Showcase reflects the extraordinary global momentum behind Korean beauty innovation, and Tones of Beauty 2026 provides the definitive gateway for Korean brands seeking entry into the UK market.
Equally exciting is the launch of the UK Discovery Hub, a carefully curated pavilion featuring more than 40 emerging British beauty brands. Designed to help buyers uncover the next wave of homegrown bestsellers, the Hub offers a unique platform for independent UK brands to secure retail, wholesale and distribution partners in a single event.
An 80-Speaker Conference Programme
Running alongside the exhibition, the Tones of Beauty Conference offers an extensive two-day programme of keynotes, panels, workshops and masterclasses across three stages, with more than 80 speakers confirmed. Curated by Lola Maja — Head of Education and a celebrated beauty professional with over 34 years of experience — the Conference addresses the trends, data and business strategies shaping the beauty industry today.
Partners and speakers include Circana, CEW, TikTok Shop, COPRA, HABIA, Nielsen IQ, The Regulatory Company and The Beauty Directors Club, alongside sessions from The Department for Business and Trade, The Beauty Intelligence Project and more. High-profile speakers include Professor Shalom Lloyd MBE, Dr Vanita Rattan, Dionne Smith and Gabriella Anderson of Braid Gang.
Lola Maja says:
“Tones of Beauty is, as I affectionately call it, a Love Letter to the Beauty Industry. Whether you’re visiting the trade show, exploring the UK’s largest collection of luxury and niche fragrances, the new Textures of Hair Zone or the Discovery Hub, you will find an exhibition created to celebrate and promote inclusivity to the highest professional standards.”
The Conference offers accredited Continuing Professional Development (CPD) throughout the two days.
How to Take Part
Tones of Beauty is open exclusively to professionals, retailers, distributors and others engaged in the beauty, hair and fragrance industry. Visitors should pre-register via www.tonesofbeautyexpo.com/Pre-registration to avoid the £50 on-site registration fee.
Businesses wanting to exhibit or discuss sponsorship opportunities should contact the team via [email protected], by phone/WhatsApp on +44 2477 298628 or at www.tonesofbeautyexpo.com/Book_A_Stand.aspx.
Notes for Editors
For all media enquiries, including requests to speak to Lola Maja, Georgina Lloyd or any of the Conference speakers, please contact:
Nidhish Gokuldas, Marketing Director, BtoB Events Ltd
Email: [email protected]
Tel: +44 (0) 2477 298625
Tones of Beauty Expo: www.tonesofbeautyexpo.com
Conference agenda: www.tonesofbeautyexpo.com/agenda
Exhibitor list: www.tonesofbeautyexpo.com/exhibitor-list
About Lola Maja
Lola Maja is a celebrated beauty and film industry professional with over 34 years of experience. Named one of the ‘Top 100 Inspiring Women in Nigeria’ and a recipient of the ‘Lifetime Achievement for Contribution to the Industry’ award, Lola’s expertise spans Esthetics, Holistic Therapies, Makeup Artistry, Custom Perfume Blending, Lash & Brow Artistry, Nails, SFX Prosthetics and Inclusive Education. Her work in Film & TV spans decades with the BBC, MTV, Netflix, Paramount and Amazon Prime, and her extensive portfolio includes projects with Iman, Ciara, Angela Griffin, Raheem Sterling and many other notable figures.
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