Samuel and Samantha Sweet are the dynamic duo behind Leeds-based, award-winning hair, beauty and nail distributor company Sweet Squared. In fact they’re not just behind, they are front, left and right, too! Sweet Squared operates in perfect reflection of the couple, being open, upbeat and positive characters in our industry! So, we’re thrilled to see the Sweets recognised with a special award for ‘Services to the Nail Industry’ at the 2023 Scratch Stars Awards.
Samuel and Samantha Sweet
This is our cue to take a moment to celebrate how you can mix business with pleasure (the Sams know how to give and make a party), being successful with being generous. The Sweet Squared company ethos is ‘love and respect’.
Sweet Squared: a love story
The Sweet Squared’s business progression is remarkable with husband and wife Sam and Samantha initially trading from their garage back in 2006. They became the first, and only, distributor of CND™ (Creative Nail Design™) in the UK. Then have progressed to bring in hair and beauty brands.
Collecting the award from Scratch magazine editor Helena Biggs and celebrity host Jamie Laing
We know them for the work they’ve done in elevating the visibility and growing the market share for key brands Kevin.Murphy, epres, Sachajuan and Showpony. Today, Sweet Squared is based in a purpose-built, state of the art office and ‘Square-House’ space in Seacroft, Leeds. The family of employees numbers 130+ staff.
Winning ways
Back to the awards presentation in July, held in London, and the photographic grin-fest says it all.
Samantha also picked up an award for Victoria Trafford at Sweet Squared, who won Educator of the Year!
Samantha sums up the joy by saying, “For more than 30 years, we have been committed to elevating the professional. Our ethos is ‘Love & Respect’ which is exactly what we felt receiving this award and such an abundance of kind words and praise from our customers, partners, industry colleagues and friends. This recognition has deeply moved and humbled us.
“Our customers have taken us from a small Yorkshire garage startup to a dedicated team of over 100 Squares on a shared mission: to elevate the professional with ‘Love & Respect.’ We simply could not do it without them!”
We add our congratulations! To discover more about the Sweet Squared brands, click:
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