25 Years


Let’s take it back to wispy bangs, pixie cuts, bomber jackets and scrunchies.

Hair and Fashion are more intertwined than ever with clients demanding to walk out of the salon with the latest catwalk looks. Have you guessed the year yet?

We’ve teleported back to the year 1995 – a time where the concept of TONI&GUY Australia was merely just an idea…

TONI&GUY Australia was and still is the brainchild of Dennis Langford. Throughout his early career in hairdressing, Dennis was invited to work alongside the Moscolo brothers in the Davies St Salon in the UK. Within just 10 months, Dennis was the busiest senior TONI&GUY had ever had…

After kicking it off with some of the most respected hairdressers in the world, it was an absolute no-brainer that Dennis should bring the brand of TONI&GUY to the land down under.

Imagine a world where the term ‘website’ or even the ‘internet’ seemed like something that belonged on the movie Back To The Future… Now imagine building the world’s largest Hair Fashion Brand with not one ounce of social media. Almost unimaginable, right?

Since the opening of the flagship store on Oxford St in Darlinghurst, TONI&GUY Australia gathered momentum, fast. Within 4 years, eight salons had opened across Sydney, Brisbane and Perth. And let’s just say, it certainly wasn’t the digital marketing that was to thank for it’s growth.

Thanks to the successful franchising program curated by the Moscolo brothers in the UK, salons were opening at a rapid pace, with numerous staff seizing the opportunity to own their own TONI&GUY salon.

By the end of the 90’s, The brand of TONI&GUY had successfully launched 139 TONI&GUY salons internationally.

The turn of the millennium saw some serious gear-shifting for TONI&GUY at a global level which had an undeniable flow-on effect down under. Sacha Moscolo (daughter of founding brother Toni) was appointed the position as Global Creative Director, bringing a dynamic new focus, with fashion moving to the forefront of the brand’s identity.

In 2004 the landmark decision to become the ‘Official sponsor of London Fashion Week’ further cemented this fashion focus – inextricably linking TONI&GUY with the fashion industry.

As a powerful father-daughter duo, Toni and Sacha saw the need to create a professional haircare range to support the fashion-led techniques the team was creating. Working closely with her father, Sacha led the product development and design of the label.m professional haircare range, which launched in 2005.

With more and more noise about TONI&GUY at a global level, news was quickly spreading down under about the credibility and scale of the brand. Within just 10 years of operating in Australia, there were 20 salons, with 7 of these opening in Victoria in the space of 18 months.

The turn of the year 2010 saw another hairdressing first for Australia, with TONI&GUY becoming the most trusted, most reputable brand when it came to hair. Aspiring and established hairdressers from across the country had their eyes set on the opportunity to enrol at TONI&GUY’s prestigious, ultra-modern and high-tech Academy.

The space became a creative melting pot for hairdressers and clients from all over Australia and Asia, with a luxurious salon and educational space that included a photography studio and practical and theory teaching zones. It was a hive of exciting activity for both clients and students, as hairdressers would fly in from all over Asia and Australia to experience the internationally renowned TONI&GUY education.

With a fleeting force of advocates and an eye firmly on the future, TONI&GUY Australia was a force to be reckoned with. The brand forged forward, creating fashion-focused campaigns that were featured in every major fashion and beauty publication. Teaching an average of 20 hairdressers a year, TONI&GUY’s Artistic directors continued to set new standards in hair; dominating the hairdressing industry.