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The VIP event in Houston featured a fashion show, product features and a sneak peek into future product releases.
December 23, 2024
By: Lianna Albrizio
Associate Editor
Scruples Haircare, part of the Beauty Elite Group with headquarters in Houston, TX, debuted its new Scruples Encore Education (SEE) Program with its distributor partners.
The VIP event featured a runway show, SEE overview, product features and sneak peek into future product releases.
Scruples CEO Bahira Shami has been committed to building the Scruples education initiative for 2024 and for 2025 as one of her top priorities. Her first step toward focusing on education was bringing back Celebrity Hairstylist William Whatley as Scruples creative education director, followed by individual distributor educational events. SEE’s launch event was the next step as the hair care. Brand prepares to debut on-site educational training for salon stylists in early 2025.
“As a 24-year-old CEO, hosting this launch event for our professional haircare education program was crucial not only for our brand but for empowering aspiring stylists,” said Scruples CEO Bahira Shami. “The passion and creativity within our community are boundless, and when we invest in education, we unlock endless possibilities for growth and innovation. The S.E.E. Event was the first step toward that!”
Twenty of Scruples top distributor partners and their top sales and management team members attended the launch of Scruples SEE program with well over 50 people in attendance for the special distributor VIP event.
During the VIP SEE premiere, distributors were treated to a runway show complete with live hair demonstrations by Whatley and his professional styling team including a live look at 2025 color forecasts, a preview of the texture hairstyle trend for men, and Scruples’ product line focus.
Scruples SEE in-person education events are the premier opportunity for salon stylists to take their expertise to the next level. Each session is designed to provide in-depth knowledge and hands-on experience with the latest techniques and trends in hairstyling and coloring and is stylists’ pathway to professional excellence.
“What I heard most from the distributors during the premiere event was their excitement for the new direction of Scruples with the SEE program, especially the focus on hands-on education and detailed education platform to cover all of the Scruples portfolio,” said Whatley. “The SEE program provides education of all Scruples color systems, its treatment systems and its styling and finishing products, and of course, Scruples shampoo and conditioning products.”The distributors in attendance were excited about the renewed communication between distributor and manufacturer working with the Scruples team including William on education, working with Mike Orrico on sales and distribution and of course working with Bahira on top-level administration.
The first SEE Program is scheduled to debut at Scruples’ Houston headquarters on Feb. 1, 2025. Subsequent sessions are scheduled in May, July and October 2025.
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