Scruples Haircare Stimulates Growth with Marlo Beauty Supply

Scruples Haircare, part of the Beauty Elite Group, continues its growth with a new partnership with Marlo Beauty Supply. 

To mark the partnership, Bahira Shami, CEO of Scruples Haircare and Scruples Creative Education Director William Whatley hosted 

Scruples Creative Education Director William Whatley creates the Hollywood Blonde look on a model using Scruples’ products.

an onboarding event at Marlo Beauty to showcase Scruples products and live coloring and styling techniques, coupled with product education.

“Marlo Beauty embodies the next generation of the professional beauty sector, ensuring that hairstylists’ favorite products remain readily accessible across the United States,” Shami said. “This partnership was a natural fit, given Scruples’ renowned reputation within the industry.”

Shami cited Marlo Beauty’s extensive reach encompassing both established and emerging markets as the driving force behind the partnership. 

“Both Marlo Beauty and Scruples are 100% focused on supporting the needs of beauty professionals, so this partnership was a natural fit,” said Marlo Beauty Supply’s President Ingmar Korstanje. “We see this as a huge opportunity to get Scruples delivered quickly and efficiently to current brand fans across the country while also introducing the brand to a whole new audience.”

A model rocks 2024’s trendy “Red Carpet Copper” hair color using Scruples’ products.

At the recent onboarding with the Marlo Beauty Supply team, models showcased cutting and coloring techniques in a special event inspired by “Ambush Makeover.” The models sported the year’s top three hair color trends: Hollywood Blonde, Manhattan Brunette and Red-Carpet Copper.

Scruples Uplift Education Program 

Scruples will debut a new advanced training program called “Scruples Uplift” and the new Scruples Academy programming with education tools at its Houston, TX headquarters. These programs will provide education to all levels of stylists from new graduates to seasoned industry stylists.

“It’s an unparalleled offer, demonstrating our unwavering support for stylists,” said Shami. “Together, we’re committed to empowering stylists to reach their fullest potential through comprehensive education and support.”