Scruples and Beauty Elite Group Share Big Plans for a Bright Future

Scruples Professional Salon Products, Inc and Beauty Elite Group (BEG) celebrated BEG CEO Basim Shami’s birthday and the merging of their two families with a BIG celebration in Houston, TX on October 3rd at the Post Oak Hotel. Last October, BEG and Scruples joined as partners and stockholders in the newly-formed Scruples Holding, LLC. This party kicked off their Distributor Partnership Meeting, a chance for distributors from Scruples and the BEG team to meet and mingle, and to also tour the rapidly-expanding headquarters.

 “You came from all over the world and we are so excited to have you here,” Shami told the assembled guests. “And this is just the beginning. This partnership is going to go to a whole new level. The future is very bright.”

After the evening festivities, which included mariachis and belly dancers, the next morning was a peek at the many initiatives coming from Scruples in 2019 and all the ways these new launches offer business service opportunities for salons.

 “We have been working on these for almost two years and we’re so excited to share them with you,” said Tracy Liguori, co-president of marketing and advertising, Scruples Holding, LLC.

 Following the presentation, everyone boarded a bus to the BIG headquarters for a Texas BBQ lunch and a tour of the construction, underway, to make the facility a turn-key location for training, education, and filming.

Scruples, located in Lakeville, MN, is a category leader and innovator in professional color and styling products. The company was founded 35 years ago by Frank Liguori Sr. and Jack Storey.

In 1995, Basim Shami founded Beauty Elite Group, located in Houston. The company has grown significantly through multiple acquisitions including BlowPro and Fuel Haircare.

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