Sweet Squared is thrilled to announce its exclusive partnership with K18, becoming one of only two strategic distribution partners in England, Wales, and the Channel Islands. This landmark deal brings the revolutionary biotech-powered haircare brand directly to professional salons — a true industry coup.

K18 has redefined hair repair with its patented molecular technology, earning cult status among stylists and clients alike. And now, thanks to Sweet Squared, salons can access this breakthrough innovation with unmatched support, education, and service.

“K18 chose Sweet Squared because we serve the pro exclusively — we don’t just sell products,” said Samantha Sweet, co-founder of Sweet Squared. “Our passion for education, service, and salon success made us the obvious partner for a brand rewriting the rules of haircare. Our sales team couldn’t be prouder,  or more pumped!”

The partnership kicked off in style on Tuesday, June 24th, with an internal launch event at S2 HQ attended by K18 Founder Suveen Sahib. The Sweet Squared sales team were treated to exclusive goody bags, inspiring education from K18’s Education and Scientific Team, and a vibrant celebration complete with burgers and bespoke K18 ice cream. The energy? Electric.
At the heart of Sweet Squared is one mission: to Serve the Pro with the best brands, the best service, and the deepest commitment to the professional community. With K18, we’re doing exactly that — and we’re doing it with Love & Respect.

The addition of K18 to Sweet Squared’s portfolio alongside iconic brands like KEVIN.MURPHY, COLOR.ME,
epres, CND™, and Nimue Skin Technology strengthens S2’s position as the go-to destination for innovative, pro-first brands that deliver real results.

Find out more about K18 here 

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