Exhibition Stand Builder for Tones of Beauty Expo
Tones of Beauty Expo is one of the UK's beauty, hair and fragrance trade shows, running 30 June–1 July 2027 at ExCeL London and connecting exhibitors with hosted buyers, distributors and retailers shaping the UK and European beauty market. We design and build exhibition stands for it in DUM FLEX, our modular system, shaped around product display and brand identity rather than a generic booth. Our work on that floor: a 27 m² fragrance stand for Bujairami Sydney, built for close product discovery and standout visibility on a busy show floor.
Get a quote →Our work at Tones of Beauty Expo
A 27 m² DUM FLEX fragrance stand for Bujairami Sydney: integrated display shelving, illuminated units and a suspended circular sign, built for close product discovery on a busy beauty show floor. Open the project and look at it.
A stand built to sell fragrance, not just display it
Bujairami Sydney needed visitors to get close to a varied fragrance collection while the stand still stood out across a crowded beauty hall.
Product discovery over decoration
Integrated shelving and illuminated exhibition units organised the collection around an open visitor area, so buyers could browse and compare without a counter in the way. A softly lit pastel palette carried the character of the fragrance brand across the full 27 m², instead of competing with the products on display.
Visible from across the hall
A suspended circular sign gave the stand brand recognition from the aisle, in a format built for beauty halls where every neighbouring stand is also fighting for a buyer's eye. We ran the project end to end: design, technical and venue coordination, production, product-display architecture, graphics, logistics, installation, on-site exhibition operations and dismantling.
Built for a two-day show and an international exhibitor base
Tones of Beauty draws fragrance, hair and beauty brands from well beyond the UK, onto a show floor that only runs for two days.
Brands from across the world
The organiser's own exhibitor directory lists brands registered from countries across Europe, the Middle East, Asia-Pacific and beyond, alongside UK companies — a reflection of the show's position as an entry point into the UK and European beauty market rather than a purely domestic trade event. The organiser's own visitor breakdown puts fragrance and perfumery as the single largest buyer interest on the floor, ahead of cosmetics, skincare and haircare — one reason a product-display-first stand, rather than a decorative one, tends to work harder here. If you are exhibiting from outside the UK, brief and design calls run remotely, scheduled around your hours.
Built for a two-day show
At just two days of show floor, a Tones of Beauty stand earns its keep on build speed as much as presence. DUM FLEX's modular frame goes up and down inside ExCeL's build and breakdown windows without the longer lead time a fully custom timber build needs, leaving more of the week for conversations with buyers than for construction.
Design in London, built for the ExCeL floor
A Tones of Beauty stand runs through the same process as every exhibition we build.
Design in London, installed on site
Design, technical drawings and venue coordination run from our London studio, with our own team on site at ExCeL London for installation, show week and dismantling — no handover to a separate local contractor partway through.
First time or returning with a bigger brief
Whether this is your first time exhibiting at Tones of Beauty or you are returning with a bigger footprint, tell us your stand size and sector and we will tell you what a DUM FLEX build gets you on that floor.
Talk to us →Exhibiting at Tones of Beauty Expo: the questions we get asked
When and where is Tones of Beauty Expo 2027?
30 June–1 July 2027, at ExCeL London. Dates and venue are published by the organiser, BtoB Events, on tonesofbeautyexpo.com.
How big is Tones of Beauty Expo?
The organiser's published figures for the 2027 edition: 300+ exhibitors, 7,000+ industry professionals and 250+ hosted buyers from retailers including Boots, Superdrug and Harrods. Figures are confirmed by BtoB Events as the show approaches.
Have you built a stand at Tones of Beauty Expo before?
Yes — a 27 m² DUM FLEX fragrance stand for Bujairami Sydney, with integrated display shelving, illuminated units and a suspended circular brand sign.
What kind of stand suits a fragrance or beauty brand on this show floor?
One built around close product discovery as much as visibility: open shelving and illuminated display units that let buyers handle and compare products, with a brand element — a sign, a colour palette, a lit panel — that still reads from across the hall.
Can a DUM FLEX stand include illuminated display and custom branding?
Yes — illuminated exhibition units, a colour palette matched to your brand and suspended signage are all part of how we built the Bujairami Sydney stand, within the same modular system.
Who organises Tones of Beauty Expo?
BtoB Events, which also organises Beauty West Africa.