Scruples Haircare, part of the Beauty Elite Group, has announced the return of Celebrity Stylist William Whatley as its Creative Education Director. In her 2024 vision to elevate the brand, Scruples CEO Bahira Shami is committed to propelling the brand to new heights. William’s return marks a pivotal moment in Scruples’ mission to give stylists education.
“I have a very strong vision for where I want to take things for Scruples,” Bahira says. “Who would be better for that vision than someone that knows Scruples like the back of his hand?”
A rich history with Scruples, William had previously served on the artistic team in 1994 and became the brand’s first Artistic Director before he took on creative ventures including his lead role on Ambush Makeover from 2000 to 2006, and continued with Scruples in 2006 through 2010 before spearheading hair styling for fashion designers including Dolce & Gabbana, Roberto Cavalli and Vera Wang then several years of additional celebrity work with award shows, serving as hair stylist for an *NSYNC tour and heading education and creative programs for manufacturers before coming home to Scruples.
“I’m excited to come back for the education. To be able to leave my legacy with the company that I started my journey with,” William believes. “I made my mark with Scruples in the beginning and that led me to so many different things. To come full circle and pass my knowledge onto others is what hooked me from the start.”
The Scruples team will celebrate William’s encore role at Scruples with an industry event during Cosmoprof Miami on January 24th, 2024.
“We’ve come to Miami to make a splash. As young as I am, it feels like this moment has been a long time coming - I’m fully embracing this new era in my career,” Bahira explains. “I’ve spent the last 18 months putting together just the right team so that we can bring something to the industry that has not been done before. We’re ready to reinvent, disrupt, and reclaim this space so that the artists in our industry can get everything they need to be artists.”
Attendees to the Miami event will be treated to hair trends created by William, a preview of Scruples education programs, product expansion, new opportunities for stylists and more.
“We’re going to debut a brand-new color, ‘Hollywood Blonde’ – a shift from ash into warm tones, the Manhattan high brunette–browns with more richness, even a little of a berry feel, and long hair styling, that is, how to style quickly with red carpet and Golden Globe looks without taking an hour and a half,” William describes.
Scruples education program for 2024 is going to reach out to the very beginner that’s just launching into their career all the way to specialized classes such as color correction or training for the future. Scruples will help them succeed in industry. William will spearhead an education initiative that will serve professionals at every level.
“Our industry is ever evolving. Without education, as a hairdresser, you get left behind. Hair changes like fashion. Education is the most important thing that a hair manufacturer can give to the industry for growth,” Williams says. “My goal is that by the end of 2024, every hairdresser in the US will want to come to Scruples Academy. Color, cutting, color correction, general knowledge theory of color, chemistry of color will be covered.”
To learn more, visit: https://scrupleshaircare.com/
