Few creatives have shaped contemporary hair artistry quite like Efi Davies. As Toni&Guy’s International Artistic Director and the visionary head of its Avant-Garde and Long Hair departments, Davies stands as one of the industry’s most influential and forward-thinking talents. Recently shortlisted for Most Wanted’s Hair Icon award for the first time, her impact is as undeniable as it is enduring.
Renowned for her boundary-pushing mastery of braiding and sculptural up-styles, Davies plays a pivotal role in conceptualising and art-directing Toni&Guy’s global collections and campaigns. Working closely with Global Brand Director Sacha Mascolo-Tarbuck and Global Creative Director Cos Sakkas, her work consistently elevates hair from craft to high art — where technique meets narrative, and structure becomes expression.
Born in Greece, Davies’ journey began with a visit to her sister in London over 25 years ago — a trip that would change everything. Immersed in the city’s fashion and music scenes, she joined Toni&Guy as an assistant, where founder Toni Mascolo became a mentor and catalyst, encouraging her to push beyond convention and reimagine what hair artistry could be.
Today, Efi Davies is not only a creative force but an educator and leader, guiding the next generation through Toni&Guy’s Session & Editorial and Styling & Finishing courses. Her work continues to shape the visual language of fashion globally, proving that hair is not an accessory — it is architecture, identity, and art in motion.
