Dmitrii Bachukin
Project Lead, Beauty and Wellbeing
Salon International and Professional Beauty London returned to ExCeL London, offering a snapshot of where the professional beauty market is heading next. Longevity and hair growth claims were highly visible; technology was increasingly embedded into consultations and service delivery, and brands continued to explore ways of making the salon or spa visit more personalized, experiential, and results-driven. Barbering, meanwhile, brought great energy to the show floor. Here’s what stood out:
- Exosomes and longevity shape professional skin care
Professional skin care had a significant presence at the show, with a dedicated Skin & Longevity Stage and a broad mix of brands, technologies, and treatment concepts. Within this space, exosomes remained one of the most talked-about ingredients.
- Dermalogica PRO put exosome longevity at the center of its stand, highlighting its Exo Booster alongside its Pro Pen microneedling device.
- Korean brands such as Neunova+, with its RetroEV cell signal therapy, and SM Derma combined exosomes with peptides.
- Cyrène positioned itself as biohacking beauty for skin and scalp.
- Environ showcased its Focus Care Youth+ anti-ageing range.
What stood out was the breadth of the longevity positioning. As explored in Kline’s recent webinar, the concept is expanding beyond traditional anti-ageing claims to encompass skin regeneration, biohacking, devices, and professional treatments that connect with at-home care.
2. Hair growth claims gain visibility
Hair growth was one of the most visible benefit areas at the show, with brands increasingly borrowing the language of skin care.
- Morgan’s Pomade listed active concentrations such as 5% Redensyl and 4% Anagain on its Hair Growth range.
- JÖRD positioned its Hair Growth Serum as part of a targeted scalp-care routine.
- Beauty Heaven paired its topical serums with a handheld scalp device.
- GLOWWA took a different route with hair food supplements sold through salons.
What was once a hair-loss niche is becoming a broader hair-longevity opportunity. Kline’s latest research shows growing activity around scalp care, while the show demonstrated how brands are expanding the category through various formats. As the market develops, competition could increasingly shift from individual products toward more complete scalp-health systems.
3. Wellness rituals expand the professional beauty experience
The show also highlighted how salons and spas are broadening the service experience beyond traditional treatments, combining beauty with relaxation, recovery, and sensory wellness. From head spa rituals to technology-enabled recovery, exhibitors showcased new ways for professionals to add value to the client visit:
- Takara Belmont showcased its Japanese head spa concept with live treatments.
- Japanese Head Spa Co. displayed its own head spa products and tool kits, reflecting the growing interest in the ritual among U.K. salons.
- At the stand of Italian spa equipment maker Lemi, a dedicated treatment room was powered by Italian skin care brand comfort zone.
- US-based LEC showcased its Ultima Reset lounger, which combines LED light therapy, sound therapy, and compression boots in a single station.
4. Diagnostics and smart color technology push salon personalization forward
Technology is increasingly helping salons tailor services to each client. At Schwarzkopf Professional’s stand, visitors could sit down for a SalonLab diagnostic, in which a smart analyzer measures the condition of the hair and combined with the hairdresser’s expertise, creates a personalized SalonLab&Me hair care recommendation. The aim is to turn a consultation into data-driven advice that clients can follow at home and easily reorder online, keeping them connected to the salon between visits.
YUV, meanwhile, showcased a machine that dispenses individual hair color formulas directly from an app, designed to make color mixing more precise and consistent from one appointment to the next, while helping salons save time and reduce product waste.
5. Barbering becomes increasingly experience-led
Barbering was arguably the loudest category on the floor, with brands competing for attention through full-scale experiences rather than simple product displays.
- Bandido recreated a British street scene, complete with red phone boxes and barber poles.
- Magic Cosmetics parked a Lamborghini at the heart of its stand.
- Nishman and Gummy Professional filled large booths with extensive styling ranges.
Moreover, U.S.-based SQUIRE showcased its barbershop management platform, which now includes AI tools such as a virtual receptionist.
6. Curls and texture remain a strong trend
Curl care remains a well-established focus in the professional hair care market. Textured hair also had its own dedicated stage, sponsored by Avlon, which highlighted its Texture Release Curl Shape & Shine Cream. Other noteworthy examples included:
- Salvatore showcased its Tanino Therapy Curly Collagen Cleansing, while Nishlady promoted its Curl Manifesto shampoo.
- Only Curls and Lyla Smooth featured their curly ranges.
- Notably, curl care is no longer limited to specialist brands. Magic Cosmetics, better known for barbering, gave prominent shelf space to its Curl Cream.
The breadth of activity suggests that curl care is becoming a more mainstream part of professional portfolios, reinforcing the continued importance of texture-specific hair care.
7. New product launches and market entries
In hair care, Schwarzkopf Professional introduced a clay lightener and acidic Glow toners to its line, while Innersense presented its new AirDry Styling Cream and Overnight Repair Serum.
Among devices, Dreame presented its new Chrona LED mask, an anti-ageing light therapy device designed to bring professional-style treatment into clients’ homes in ten-minute sessions, while Wahl showcased its lightweight Vanquish Compact dryer.
The show also welcomed new names to the U.K. market, including Canadian brand DESIGNME, distributed by Alan Howard since March 2026, and Australia’s BB Sleek, which arrived only weeks before the show.
