Leeds beauty supply store Sweet Squared creates 'powerhouse' with latest acquisition

Sweet Squared, the Leeds-based distributor, marketer and educator of professional beauty products, has acquired ICON Consultancy, which is also a distributor and marketer of professional hair care brands.

Sweet Squared is the exclusive UK and Ireland distributors for professional beauty brands including CND Shellac, Nimue Skin Care, MoroccanTan and AlterEgo Italy Hair products.

Samuel and Samantha Sweet, the founders of Sweet Squared, said: “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.

“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.”

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

Paul Taylor, ICON Consultancy founder, also commented: “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 Mark Shorrock, that it will create unrivalled opportunities for this newly created powerhouse to secure phenomenal growth and success.”