MAY 27, 2026
Tones of Beauty Expo sees interest in scents flourish
Perfumes make a splash at UK’s only dedicated B2B beauty trade show
Fragrances will play a big part in this year’s Tones of Beauty Expo due to a sharp increase in the number of participating perfume houses. With over 100 fragrance brands showcased, visitors will find a large majority of the exhibition floor will be dedicated to perfumes from around the world.
Visitors to the trade show, taking place at ExCeL London from July 1st-2nd, will be able to do business with fragrance exhibitors representing big brand, luxury and niche names from the UAE, Saudi Arabia, India, Turkey, Australia, the USA and the UK among others. And as a further attraction, several sessions on fragrances are also scheduled for the Conference running as part of the Expo.
Tones of Beauty launched in 2025 as the UK’s only dedicated B2B trade show for beauty, hair and fragrance, but it has already established itself as the industry’s must-attend trade event, connecting global brands with 4,000+ beauty buyers, distributors and wholesalers. This year’s increased interest from perfume brand exhibitors reflects the 8.6% annual growth in the UK’s fragrance sector worth £2.19 billion.*
What’s driving the interest in perfumes?
Tones of Beauty is organised by BtoB Events, a member of The Fragrance Foundation.
Georgina Lloyd, Beauty Portfolio Manager at BtoB Events, has been overwhelmed by the interest from perfume brands.
“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,” she says.
“We’ve seen growing interest from fragrance exhibitors at Tones of Beauty as the sector expands into areas such as niche perfumery, wellness, layering and culturally inspired concepts.”
BtoB Events also runs Africa’s largest beauty expo, Beauty West Africa (BWA) and this helped shape the launch of Tones of Beauty in the UK, placing a special emphasis on multicultural beauty.
“We do have a lot of the same exhibitors booked across both shows, particularly where they have seen the success at BWA, and they are now wanting our support on entering and growing within the UK market,” says Georgina.
“Fragrance is both deeply personal and universally appealing, making it highly relevant within the inclusive beauty space. Scent traditions vary across cultures; from oud and incense notes in the Middle East to floral, fresh and gourmand profiles in other global markets.”
“At Tones of Beauty, fragrance brands combine broad market appeal with culturally inspired storytelling, drawing on heritage, ingredients and rituals from around the world to create products that resonate with diverse audiences.”
Global interest in the London show
Demonstrating the international appeal, Tones of Beauty is delighted to have leading Arabian perfumier Dkhoni as the show’s Title Sponsor this year, along with other perfumery-based sponsors including Al Haramain, ARMAF, and Fragrance World.
Tameem Hezam, Director – International Sales & Commercial Affairs, Dkhoni, comments:
“We are proud to participate as the Title Sponsor of the Tones of Beauty Exhibition 2026 in London, one of the most dynamic and globally connected beauty markets in the world.”
“We are looking forward to building meaningful partnerships, introducing our latest creations to a wider audience, and contributing to the continued growth of inclusive and globally inspired beauty.
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 and strengthen our international presence.”
Tones of Beauty Conference
The wide-ranging informative and insightful Tones of Beauty Conference contains presentations on trends, developments and opportunities in the fragrance sector from leading market research companies. There are also panel sessions with fragrance creators as well as talks about building brands through storytelling and content creation.
The Conference programme has been curated by Lola Maja, Head of Education for the Conference and a celebrated beauty and makeup industry expert with over 34 years of experience.
“I grew up working in the Fragrance Halls of the high street retail and travel retail which led me to later pursue a certification in custom fragrance blending,” says Lola.
“I am always intrigued to see how preferences for scents have changed throughout the years and the factors influencing this, so I am delighted that we are working with leading market analysts who will share fascinating insights into the most up to date trends.
I also hope visitors will gain a better appreciation of how creators along with traditional in store and modern social shopping habits can help drive customer awareness and desire for new scents and perfumes.”
Taking part
Businesses wanting to book a stand or discuss sponsorship opportunities should contact the organisers via info@tonesofbeautyexpo.com, by phone/WhatsApp on +44 7917 407675 or by completing the form below:
Book a Stand
Tones of Beauty is open exclusively to professionals, retailers, distributors and others engaged in the beauty, hair and fragrance industry.
Visitors should pre-register in advance to avoid the £50 on-site registration fee.
Pre-Register Here
*CTPA. Market Statistics: ‘GB Market - Cosmetic Industry in Figures 2024 report’. Fragrances by value at retail sales price £2,013,120,000 (2023) vs £2,186,559,000 (2024), 8.6% change YoY.
View Source
For all media enquiries, please contact:
Nidhish Gokuldas, Marketing Director, BtoB Events
Telephone: +44 2477298625
Email: nidhish.gokuldas@btob-events.com
Tones of Beauty Official Website
Conference Agenda
Exhibitor List
Tones of Beauty Sponsors and Partners include:
- Dkhoni
- ARMAF
- CEW United Kingdom
- COPRA Cosmetics and Perfumery Retailers Association
- TikTok Shop
- Circana
- HABIA Hair and Beauty Industry Authority
- Nielsen IQ
- Al Haramain
- Fragrance World
- The Regulatory Company
- Underground Ecom
- Beauty Directors Club
- The Hair & Beauty Directory
- The CPD Group
- FEWACCI FECCIAO Federation of West Africa Chambers of Commerce and Industry
- GCCI – Global Chamber of Commerce and Industry
Member of:
- The British Beauty Council
- The Fragrance Foundation
- COPRA Cosmetics and Perfumery Retailers Association
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 includes Esthetics, Holistic Therapies, Makeup Artistry, Custom Perfume Blending, Lash & Brow Artistry, Nails, SFX Prosthetics and Inclusive Education.
Lola’s main focus now is mostly on education and consulting, working with several institutions in the UK including Screen Skills and Bath Academy to name a few.
Her work in Film & TV spans decades with the BBC, MTV, Netflix, Paramount and Amazon Prime, in print with international features in names like Vogue Italia and Forbes; hosting her own show ‘Kiss & Makeup’ on AMC International’s EVA+ and being a face of Lancôme’s 2018 West Africa campaign.
Her extensive portfolio includes projects with Iman, Ciara, Angela Griffin, Raheem Sterling, Danny Glover, Adjoa Andoh, Hans Zimmer and many other notable figures.
BtoB Events
BtoB Events is one of the world’s fastest-growing exhibition and events companies. Founded by partners who have both held senior roles at major multinational corporations and have more than 40 years of combined experience working in exhibitions, our award-winning portfolio includes some of Africa’s largest industry-specific expos as well as leading trade shows in the UK.
The BtoB Events portfolio comprises:
BtoB Events
Coventry University Technology Park
Puma Way
Coventry CV1 2TT
UK
Email: info@btob-events.co.uk
Tel: +44 (0) 2477 298625
Contact BtoB Events
Source: Tones of Beauty Expo