Sweet Squared announces acquisition of hair brand distributor

By Helena Biggs | 05 February 2018 | News, Products & Treatments

Samuel And Samantha Sweet

Sweet Squared, UK distributor of CND, Lecente, MoroccanTan, Waxperts and more, has acquired ICON Consultancy, a distributor and marketer of premium professional hair care brands including Kevin Murphy, Smith & Cult and Oribe.

Sweet Squared and ICON are such a great match,” comments Sweet Squared’s founder and MD, Samuel Sweet. “We create awesome synergies by partnering up ICON’s proven track record of building premium hair brands with our team’s experience in beauty, education and customer experience.

“The outcome is a complete offering of exclusive best-in-show brands for any salon professional, delivered with our unique brand of Love & Respect for the customer.”

ICON Consultancy founder, Paul Taylor, comments: “ICON has developed an enviable reputation for taking a good haircare brand and making it in to one of the greatest professional brands in the UK. The journey to this point has been an amazing one and the Sweet Squared acquisition is a natural progression for the company, bringing together some of the most highly respected brands and sales and education teams within the professional hair and beauty sector.

“It’s an exciting time and I’m confident, particularly under the continued leadership of ICON sales director, Mark Shorrock, that it will create unrivalled opportunities for this newly created powerhouse to secure phenomenal growth and success.”

“Becoming part of the Sweet Squared family brings together a wealth of knowledge and expertise that will see our brand portfolio continue to expand,” adds Mark Shorrock. “I welcome the opportunity to head up the haircare team and take this fabulous business to the next level.”

Sweet Squared will be selling ICON brands direct in the UK. National Beauty Distribution will continue to sell Kevin Murphy in Irish market.

“This is such an exciting and bold moment in Sweet Squared’s history,” says Sweet Squared director and partner, Jim Nordstrom. “Kevin Murphy and Oribe are industry leaders and we are thrilled to represent them to serve the professional with Love & Respect.”

“This has been such a long time coming and this move will greatly expand our connection with the hair professional which is something we are very passionate about,” adds Samantha Sweet, Sweet Squared co-founder.