For TONI&GUY, a leader in the salon industry with a fashion-forward approach to hair, every detail matters — including the music that plays in their salons. For them, the sound needed to feel like a great haircut: well-crafted, versatile and unmistakably on-brand. Here’s how Soundtrack turned music into a defining part of the TONI&GUY experience.

Who they are

Launched in London in 1963 by brothers Toni and Guy Mascolo, TONI&GUY has grown into a globally recognized brand known for bringing trend-driven styles from the runway to real life. Today, with more than 450 salons in 41 countries, the company is considered a pioneer in defining “hair fashion,” the philosophy that treats cut, color and style as powerful forms of self-expression.

Customers don’t just come for a trim, they come for the full TONI&GUY experience — one that has to be replicated across every salon. Music plays an important role in that: It needs to reflect the brand and set the tone, no matter the location.

What they needed

TONI&GUY USA, the American extension of the brand, needed a music solution that would create consistency in every space. At the time, there wasn't a single system in place across their locations — a mix of company-owned and franchised salons as well as academies — which made it harder to ensure that everything sounded on-brand. 

For Regional Education Director Yvonne Mascolo, the right sound was crucial to providing the experience customers crave.

How Soundtrack helped

The company needed a music-licensing platform that let the corporate team maintain overall brand consistency but also granted the academies, company salons and franchise-owned locations freedom to choose from among multiple preapproved playlists during the day. 

Enter Soundtrack. With innovative tools built for businesses, it gave the TONI&GUY USA team everything they needed to get their salons in sync: 

• Expert-curated playlists designed to match the brand’s elevated, fashion-forward vibe, with the option to customize or create playlists from scratch.

• Flexible scheduling that lets outlets adapt the music to their business flow, from rush hours to quieter moments.

• A centralized dashboard that gives the corporate team control over what’s played, while empowering staff with easy access on the ground.

The company embraced the Soundtrack technology from the start. Music curation became an in-house project led by the brand’s National Artistic Team. Once music was chosen, they partnered with the salon and academy teams to ensure that selections fit the culture and embodied the brand. Thanks to the Soundtrack app, the process was simple to manage and scale.

Where they are now

Today, no matter which TONI&GUY USA salon you walk into, the vibe is right. The music energizes customers and stylists alike, matches the pace of the salon and reinforces what the brand stands for. “The benefits of working with Soundtrack are limitless for us,” says TONI&GUY CEO Zak Mascolo. “Having that control and the music consistently playing makes all of our lives so much easier. We absolutely love it.”

Find your soundtrack

Soundtrack helped shape the TONI&GUY music experience, delivering consistency, control and on-brand sound across every location. Try Soundtrack free for 14 days and see how it can work for your business.