Hair care specialist Icon acquired by Sweet Squared

Icon Consultancy, the Lancashire-based company distributing premium hair care brands such as Kevin Murphy and Oribe, has been acquired by Sweet Squared for an undisclosed sum.


Icon Consultancy distributes top hair care brands including Kevin Murphy - Photo: Kevin Murphy

Sweet Squared supplies beauty products to more than 24,000 professionals in the UK and Ireland from its offices in Leeds, Edinburgh, Glasgow and Dublin. The Icon acquisition will help it enter the premium hair care market, which Icon Consultancy currently serves in the UK and Ireland.

“Sweet Squared and Icon are such a great match. 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,” said Sweet Squared founders Samuel and Samantha Sweet.

“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.”

Paul Taylor, founder of Icon, added: "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.”

Sweet Squared distributes brands such as CND Shellac, MoroccanTan and Swarovski crystals, and has over 49 education centres across the UK and Ireland, where it offers courses for nails, tanning and waxing.

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