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Beauty firm swoops for professional hair care business


Sweet Squared, the distributor, marketer and educator of premium professional beauty products,  has acquired ICON Consultancy.

ICON Consultancy, based in Nelson, Lancashire, is a distributor and marketer of premium professional hair care brands including iconic Kevin Murphy and Oribe.

Sweet Squared founders Samuel and Samantha Sweet 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.

“This is such an exciting and bold moment in Sweet Squared’s history,” added director and partner Jim Nordstrom.

ICON Consultancy founder Paul Taylor said:  “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.”

Sweet Squared, based in Seacroft in a 30,000 sqft new-build, are the exclusive UK and Ireland distributors for huge professional beauty brands including CND Shellac, Nimue Skin Care, MoroccanTan and AlterEgo Italy Hair products.

Lead adviser to Sweet Squared was BHP Corporate Finance in Leeds and Sheffield with a team led by Hamish Morrison and Declan Savage. Tony Berry and Kaira Clarehugh of Clarion in Leeds provided legal advice to Sweet Squared. Corporate finance advice for Icon was provided by Andy Clegg of Quercus and Andrew Tubb of Birketts provided legal advice.