Scruples Haircare, part of the Beauty Elite Group with headquarters in Houston, debuted its new Scruples Encore Education (S.E.E.) Program with its distributor partners during a VIP event featuring a runway show, S.E.E. 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 Hair Stylist William Whatley as Scruples Creative Education Director a year ago; followed by many individual distributor educational events. Hosting the launch event for S.E.E. was the next step as Scruples 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 hair care education program was crucial not only for our brand but for empowering aspiring stylists,” says 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 S.E.E. Program with well over 50 people in attendance for the special distributor VIP event.

During the VIP S.E.E. 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 hair style trend especially for men, and Scruples’ product line focus.

Scruples S.E.E. 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 hair styling 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 S.E.E. Program, especially the focus on hands-on education and detailed education platform to cover all of the Scruples portfolio,”  Whatley recalls. “The S.E.E. 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.”

According to Whatley, the distributors who attended conveyed excited about the renewed communication between distributor and manufacturer working with the Scruples team including Whatley on education, working with Mike Orrico on sales and distribution and of course working with Shami on top-level administration.

“We gave them a peek at some of the up-and-coming ideas for new product launches that haven’t been released yet nor revealed to the public,” Whatley adds.

The first S.E.E. Program is scheduled to debut at Scruples’ Houston headquarters on February 1st, 2025. Other sessions are scheduled in May, July and October 2025.