Scruples Haircare part of the Beauty Elite Group and headquartered in Houston, Texas, continues its growth with a new partnership with Marlo Beauty Supply.
To launch this new relationship, Bahira Shami, CEO of Scruples Haircare and Scruples Creative Education Director William Whatley hosted 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 explains. “This partnership was a natural fit, given Scruples' renowned reputation within the industry.”
Marlo Beauty's appeal lies in its role as the bridge between the traditional and modern realms of beauty sales, offering an extensive reach that encompasses both established and emerging markets, Shami believes. 
Whatley and the Scruples team showcased coloring techniques for the three hair color trends for summer including Hollywood Blonde, Manhattan Brunette and Red-Carpet Copper.Courtesy of Scruples Haircare
“This was the primary reason for moving forward with the partnership with Marlo Beauty. Their expansive reach opens new geographic areas and types of salons where Scruples previously has not had presence,” she adds.
"Both Marlo Beauty and Scruples are one hundred percent focused on supporting the needs of beauty professionals, so this partnership was a natural fit," Marlo Beauty Supply’s President Ingmar Korstanje says. "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.”
To launch the partnership, Scruples held an onboarding event with the Marlo Beauty Supply team.
“We worked with the Marlo team to plan it out and it was executed smoothly,” Whatley says. “We featured models showcasing coloring techniques while demonstrating cutting techniques simultaneously. Everything was being filmed for video footage and still shots, including providing video tips on Scruples products.”
Both teams exhibit extreme creativity and the collaboration between Scruples and Marlo Beauty Supply is off to a great start. “We collaborated very well. The Marlo team was familiar with my experience as the hair stylist on the television show ‘Ambush Makeover’ that we opted to put together a similar concept on the spot. These ambush transformations turned out fabulous and was probably one of the easiest and most professional collaborations I’ve done.”
Whatley and the Scruples team showcased coloring techniques for the three hair color trends for summer including Hollywood Blonde, Manhattan Brunette and Red-Carpet Copper.
Manhattan Brunette before and afterCourtesy of Scruples Haircare
During the onboarding event, Whatley outlines there were two key priorities. 
Hollywood Blonde before and afterCourtesy of Scruples Haircare
“Working hand-in-hand, we educated the Marlo Beauty team on Scruples products and processes so that they could create further in-house collateral to achieve one of our priorities,” Whatley says. “Also, while we were there, a goal was to put together a presentation package of how to use the entire Scruples portfolio to the stylist from coloring techniques to cutting techniques to styling techniques to product knowledge.”
Education is a top priority for Scruples this year, as it will be debuting a new Scruples Uplift program coupled with new Scruples Academy programming. These programs will provide education to all levels of stylists from new graduates to the seasoned industry stylists.
“Scruples is dedicated to stylists, evident in our latest initiative: the Scruples Uplift Program. This year, we’re launching a free, advanced training program coupled with education tools at our Scruples Academy in Houston, Texas. It’s an unparalleled offer, demonstrating our unwavering support for stylists,” Shami says. “Together, we’re committed to empowering stylists to reach their fullest potential through comprehensive education and support."
