When a global standard makes a choice, it’s never by chance.

In the world of hairstyling, Toni&Guy is not just a name.
It’s a system. A method. A standard of trust in the salon.
Every decision—technical, creative, operational—is guided by a simple principle: it has to work, every day.

This is where the collaboration with Upgrade begins.
A path that takes shape through a co-branding initiative with Label.M, the professional line by T&G.
Not driven by commercial logic, but by a concrete need: to work with tools that are reliable, consistent, and suited to real salon work. Because in everyday work, the “wow” effect alone isn’t enough.
What matters is what happens with every client, every single day.

The curling iron is one of the most underestimated tools in this regard.
Not because of its apparent simplicity, but because of its direct impact on what the client perceives: shape, rhythm, definition.
This is exactly where there is no room for imprecision.

That’s why Toni&Guy chooses the titanium curling iron by Upgrade: designed to deliver stability, uniformity, and consistency of results, even in the most demanding work environments.
When Toni&Guy introduces a tool into its salons and training programs, innovation is only the starting point.
The real question is: is it reliable? Is it consistent? Can it withstand real work?

Upgrade tools answer these needs because they are built with a clear approach:
reduce variables, simplify the work, and maintain high-quality results over time.
That’s why they are now actively used in Toni&Guy salons and in professional training contexts.

Not as an aesthetic choice, but as an operational one.
Because in the end, in the salon, only one thing matters: the result.