TONI&GUY South Pakistan celebrated its 20th anni-versary with a fabulous show in the city by the sea.

The show was not only a reflection of its journey but also marked a vision for the future. To that end, a preview of the 2024 campaign, ‘Hair at TONI&GUY’ was also given, which summed up innovation and creativity at its best.

With over two decades in Pakistan and a global legacy of six decades, TONI&GUY has ensured its position as a haircare brand that is at the cutting edge of technology and ingenious in its approach.

Major milestones highlighted the LABEL.M professional haircare range showcase, as well as a glimpse into the trends at London Fashion Week with international artistic director, Efi Davies, responsible for an avant-garde hair show.

The event was attended by VIPs, celebrities, socialites, influencers, designers, media representatives, bloggers, and industry leaders.

Saeeda Mandviwalla, Chairwoman and Director of TONI&GUY South Pakistan, invited 350 guests to mark the anniversary. “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.”

In accordance with the heritage collections of TONI&GUY, this campaign was representive of creativity in evolution with regard to the brand’s idea of beauty, adaptability, individuality and the inspiration being the point where boundaries are pushed within the hair and beauty industry.

Hair at TONI&GUY — “Have You Heard”

The show began with an exclusive preview from TONI&GUY’s 2024 campaign, showcasing the brand’s dynamic innovation and passion for stunning hair.

LABEL.M

LABEL.M’s 2025 collection: Empowering Me

This collection was about encouraging clients to empower themselves through 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 a glimpse into the upcoming SS25 trends.

Avant-Garde

The finale consisted of an impressive display of creative ingenuity by international artistic director Efi Davies, with models down the runway featuring bold, sculptural hair creations that fused art with fashion.

Saeeda Mandviwalla, Chairwoman and Director of TONI&GUY South Pakistan

Industry leaders congratulate TONI&GUY

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 the world over 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 & Wellbeing and Personal Care at Unilever Pakistan, said, “Unilever, being a pioneer in wellness and beauty, is looking forward to celebrate 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 the financial inclusion of women, in particular 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.”