Sweet TALK

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INDUSTRYACHIEVEMENT

Sweet TALK

As Sweet Squared celebrates 20 years in business, the power couple behind the distribution company & Scratch cover stars share a journey of risk, resilience & rewards

ALEX FOX REPORTS

“We literally risked everything,” says Samantha Sweet, recalling the decision to launch a new company into the nail world 20 years ago with partner and nail specialist, Samuel Sweet. “But here’s the thing: we believed wholeheartedly in what we wanted to achieve. We were young, energetic and excited; we knew the craft, and we represented an incredibly innovative nail company,” she reflects.

Born to rock the nail industry from the inside out and help pave its path, the Sweets looked to the horizon to dream big and reach new shores. They faced adversity, embraced it and took a huge leap of faith in 2006 when they launched UK and Ireland distribution company, Sweet Squared. Today, the Leeds-based brand represents the likes of CND™ , Artistic Nail Design, Footlogix, Famous Names, :YOURS, SPARITUAL®, wax:one and Nimue.

Samuel shares: “I started the company out of our garage, with a slightly crazy belief that a healthy business is a by-product of treating professionals the way I treated my salon clients: with appreciation, love and respect. And who better to do that with than my best friend, Samantha? We’ve worked together every day since we met, and I wouldn’t have it any other way.”

The Sweets with Gigi Rouse and Jim Nordstrom.

Samuel and Samantha with Jim Nordstrom and Jan Arnold.

“By summer 2007, the opportunity to represent CND™ : the brand we’d loved and cultivated in the UK for many years alongside my mother, Gigi Rouse, came up for grabs,” explains Samantha. “With the help of Jim and Linda Nordstrom, Jan Arnold (née Nordstrom), John Heffner, Tony Nemer and others, we threw our hat into the ring. We understood the industry, what nail pros wanted and needed, and knew in our hearts we could do a great job.”

Best foot forward

“From the get-go, we learned about the importance of accountability, education and listening to our customers – and most of all, the importance of having fun,” Samantha recalls. “We wanted to move hearts and minds by not just selling to the pro, but building them up and showing the world that what they do for a living is truly meaningful.”

Samuel adds: “What has always driven me is the desire to make a difference to the profession, so education and inspiration have been at the heart of everything we’ve done. This is why I created SalonGeek.com, which became the world’s largest online community for nail professionals. We’ve never seen Sweet Squared as a company that simply sells products. Our purpose has always been to connect people, encourage learning, share knowledge and help elevate the industry.”

SalonGeek.com (formerly NailGeek.com) was ahead of its time when it launched in 2003. The platform grew rapidly, changing its name to Salon Geek to include a wider industry collective. Adding Sweet Squared to the mix meant Samantha and Samuel had a lot to juggle, as Samantha shares: “Salon Geek was a huge community of pros receiving support every day; it never stopped. Alongside this and looking after our two young boys, we had so much to manage in the early days of Sweet Squared – from our premises being locked down to trying to borrow money from banks so we could pay for our first order. But we loved what we were doing, and we were making a difference.

“The best thing was that we had CND™ & Famous Names co-founder, Jim Nordstrom, as our business partner from the off. He guided and mentored us, never telling us what to do but giving us lessons in areas that we had no experience of. We couldn’t have done it without him,” Samantha continues. “I recall there was a three-month gap where nail pros couldn’t get the CND™ products they loved. They had to find other brands just to continue working, and when we announced that we had won the distribution rights for the UK, there were huge headwinds. The nail pro was wary, so we had to gain their trust. It was tough, but we did it because it mattered.”

Gaining the CND™ contract was not an easy win. “In hindsight, we risked everything,” Samuel reveals. “We desperately needed the contract, opening inventory and some working capital. Samantha and I emptied our savings and put our home up as collateral, to borrow enough to fund the inventory. Jim Nordstrom and wife, Linda, used their home too. But the main risk sat with the owners of CND™ : Revlon. Part of our contractual obligation was a substantial licence fee, and we had to sign all Sweet Squared shares over to Revlon as collateral. Miss any of our four payments and the company would belong to Revlon, and our homes and savings would be gone. Just as the first payment was due, the financial crisis hit and the licence cost climbed past £1 million. But we dug in and eventually met every obligation, taking control of our destiny and brands.”

Moving with the tides

A turning point for Sweet Squared came in 2010 when CND Shellac™ gel polish launched. Alongside this innovation, the company had Minx nail wraps in its portfolio. “We had two of the hottest, most innovative products in the nail industry at the time,” enthuses Samantha. “It changed everything for us: we were inputting names and addresses at night, and answering phone calls and emails after hours. It was an amazing time, but it taught us how important it is to have the distribution side of the business organised and running like clockwork.”

Samantha and Samuel’s first meeting.

Where it all began

Samantha Sweet

For Samantha, joining the nail industry was almost inevitable. Inspired by her mother, Gigi Rouse, she returned from the USA in the early 1990s to find the family business, Designer Nails, flourishing – and she was eager to become part of it.

At 22, she attended her first trade show at Earls Court, where meeting CND™ co-founder, Jan Arnold, ignited a fascination with the nail industry. Although she admits artistic talent isn’t her strongest suit – despite her mother being an exceptional nail artist and her grandmother a portrait painter, she learned to create nail enhancements, using those skills to support herself while raising a family.

With her parents recognised as the original CND™ distributors in the UK, Samantha’s connection to the nail industry runs deep. What began as a family legacy would ultimately become a lifelong career of her own.

Samuel Sweet

Samuel’s introduction to the nail industry came entirely by chance. At 21, he was working as a graphic artist in his hometown of Salt Lake City, when a visit to his aunt’s nail salon changed the course of his career. She encouraged him to leave his poorly paid job and train in nails: a suggestion he initially dismissed.

It didn’t take long to change his mind. After completing his first set of nails, Samuel discovered the creative outlet he’d been searching for. The blend of artistry, craftsmanship and technical skill immediately resonated, while the nail industry’s culture of education sparked a lifelong passion for learning and teaching.

A wax:one training camp.

‘‘What has always driven me is the desire to make a difference to the profession, so education and inspiration have been at the heart of everything we’ve done.”

Samantha with fashion designer, Pam Hogg, and Jan Arnold.

Samuel concurs: “For the first 18 months, every day was new and exciting, and we’d beat our record for how many professionals we were servicing. Then Minx dropped and went viral for two years. The number of pros we served doubled overnight, shifting us from primarily dealing with L&P professionals to supporting spas, natural nail specialists and pedicurists. Then Shellac™ launched and changed everything again. With that momentum we reinvested in our people and premises, then expanded further into beauty and hair. We always try to use each wave to propel us towards the next.”

Diversification is a bold business move, yet Samantha speaks fondly of it, saying: “Relying on one category or brand can be a fragile way to build distribution. We knew the beauty industry, however our customer base would ask us for more. We listened and have found that diversifying across nail, beauty and hair means we’re building resilience, and our salon partners can come to us for all their needs.”

Samuel adds: “Just as my nail career was taking off, I decided to diversify into hair and completed my cosmetology licence with a hair apprenticeship. Then I travelled to the UK, met Samantha and, quite happily, abandoned those plans to be with her. We’ve never seen ourselves as just a nail distributor; our passion has always been supporting professionals, whatever sector they’re in. Helping entrepreneurs build businesses that make people look and feel their best is at the centre of what we do.”

Live & learn

Just like the business itself, the Sweet Squared education model has been adapted over time to deliver a user-friendly and modern training experience. “Academy² is our education platform, which allows pros to not only train online, but in our academy,” says Samantha. “We have dedicated classrooms for nails, beauty and hair, and place strong importance on events like roadshows to showcase new systems and products. Education has never been an add-on for us, but a core part of who we are. We don’t just sell products; we want Sweet Squared pros to be fully confident and skilled using them.”

Winning the Scratch Stars Services to the Nail Industry Award 2023.

Acknowledging how education has changed over time, Samuel reveals: “It has evolved from classroom instruction to inspiration, especially post-pandemic. With the boom of AI, theory is easier to access than ever. Digital learning has accelerated some skill development too, but it’s driving a loss of connection. Our pros spend their careers face-to-face with clients, which is why I see a real yearning for more connection.”

The best bits

Samuel reflects on the moments that have meant the most throughout his and Samantha’s professional journey. “The best moments are when a customer shows us genuine warmth for what we do,” he smiles. “Our long-time friend, mentor and business partner, the late Jim Nordstrom, also told me that working together was the most fun he’d had in business. Anyone who knew Jim will appreciate what a tremendous compliment that was.

“Then there’s the privilege of working alongside my best friend and wife, Samantha. I never tire of watching her light up every room she walks into. Finally, there’s the satisfaction of knowing that what began as a ridiculous idea: leaving a well-paid job to build a business from a garage, actually worked. We did it, and are still doing it the way we always intended: for the professional.”

Samantha adds: “Working with Jim Nordstrom for 20 years was simply the best time, then pinch-me moments include winning the Scratch Stars Services to the Nail Industry Award in 2023 and being chosen by Paul Mitchell to represent the iconic brand. I’m also proud of the genuine friendships we’ve built with some of the industry’s most inspiring people. Working alongside Samuel is another highlight, but above all, I’m proud of our sons and team. I love watching the boys flourish in their roles with us, and seeing our incredible team go above and beyond every day.”

Love & respect

Sweet Squared’s motto: Love & Respect, has become an industry tagline, but where did it originate? Samuel reveals: “The words came after the invention. The phrase was born while I was recording the menu options for our phone system. Instead of ‘press 1 for sales’, I thought, ‘I’d want to speak to someone who wants to help, even if it doesn’t mean a sale’. So, ‘press 1 for a little love and respect’ became a way to sum up what we’re about. Love & Respect is about valuing and appreciating each other, the entrepreneurial road our professionals travel, the way they make others feel and being grateful we have a place in their stories.”

Creating a company culture and industry vision that drives lasting success is something every business strives for. For Samantha and Samuel, the secret ingredient has never been complicated: it’s always been about people, passion and purpose. Their commitment to ‘serving the pro’ isn’t simply a company mantra; it’s the lens through which every decision is made. That philosophy extends to who

Sweet Squared employs. While qualifications have their place, Samantha believes character matters more. She looks for curiosity, ambition and personality: people with a fire in their belly, willingness to learn and the confidence to make things happen.

Sweet Squared warehouse staff.

Future focus

As they celebrate two decades in business, neither Samantha nor Samuel sees the journey slowing down. For Samantha, the excitement has always been found in the climb. She credits her team’s growth, industry relationships and the opportunity to help others fulfil their potential as the greatest rewards. Meanwhile, Samuel reflects on a career that has taken him from being a young nail professional in Salt Lake City to building a family, business and team of more than 100 ‘Squares’ on the other side of the world.

With Linda and Jim Nordstrom.

In loving memory of Jim Nordstrom

Jim Nordstrom, who passed away in March, was a business partner, mentor and close friend to Samantha and Samuel. “It feels like we lost a father, big brother and best friend all in one, and I am beyond gutted,” shares Samuel. “There is a saying, ‘don’t cry because it’s over, smile because it happened’, and I’m doing both. Love and respect to my partner, mentor and friend. You will be forever missed.”

“Not a day goes by when I don’t think ‘WWND’ (What Would Nordy Do?),” adds Samantha. “I consider Sam and I so blessed to have known Jim for over 40 years and to have been guided by him. I miss our weekly calls, daily emails and the fun and value that Jim always delivered in buckets and spades. The impact that our relationship has had on my life, the wisdom he imparted and the fun and risk-taking nature he had always excited me.

“Recently, we met someone I know Jim would have really liked,” she continues. “I think this person is going to play a big part in our lives, and I wish Jim were here for the next chapter. But I also strongly feel that’s he’s guiding us, and that gives me comfort and strength. Jim’s wife, Linda, is one of my best friends and we both get a lot out of talking about him. Samuel and I are thrilled that she will be with us for Sweet Fest this month: our 20th anniversary party. If Jim was with us, he would be in the middle of the chaos, reminding us all to ‘have a nightcap’. I will always miss him and be eternally grateful that we got to spend so many years with him by our side.”

He admits that the future is impossible to predict, but believes the coming decade will only strengthen the value of the professional salon experience. “For many, a salon isn’t just where you take care of yourself,” he notes. “It’s where you’re nurtured by and truly connected with another human being.”

Both Samuel and Samantha believe that the professional beauty market will continue to evolve with greater ingredient transparency, exceptional education and increasingly blurred lines between hair, nails and beauty. While Samantha questions how long the concept of ‘pro-only’ brands will remain, she’s unequivocal about Sweet Squared’s direction: “We’ll always be serving the professional with love and respect,” she says.

When asked about the legacy they hope to leave, the answer is more about character than commercial success. Samantha hopes Sweet Squared will be remembered as a company that always tried to do the right thing – leading with honesty, accountability, kindness and unwavering support for its customers. Her advice to the next generation is simple: “Stay true to your values, put your customers first, choose creativity over competition, take risks and, above all, be kind.”