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Sweet Squared to become exclusive UK distributor for Paul Mitchell® from January 2026
Posted by S2 Marketing Team on 5th Nov 2025
Sweet Squared is proud to announce that from 1st January 2026 it will become the exclusive home of Paul Mitchell® proudly in the UK. This partnership marks a significant milestone for both companies, uniting two leaders in the professional hair industry with a shared commitment to education, integrity and empowerment.
For over four decades, Paul Mitchell® has set the standard in professional haircare, from being the first beauty company to publicly stand against animal testing, to leading innovation in salon education and sustainable manufacturing. With a diverse portfolio spanning colour, care and styling, Paul Mitchell® remains a brand built for professionals, by professionals.
Through this new partnership, Sweet Squared will deliver Paul Mitchell®’s professional colour, care and styling ranges, alongside industry-leading education, business support and community engagement. The collaboration reinforces Sweet Squared’s position as one of the UK’s most trusted distributors of professional hair and beauty brands.
“We are delighted to appoint Sweet Squared as our exclusive UK & - distribution partner,” said Jason Yates, President of Paul Mitchell®. “Together we will elevate the salon experience, empower professionals and uphold our shared values of education, innovation and respect.”
Sweet Squared Co-founder Samuel Sweet added, “We’re all beyond excited to become the new home for Paul Mitchell® in the UK. We believe that our core values of Love and Respect perfectly align with the Paul Mitchell® ethos of integrity, creativity and care. Together we’re ready to bring something truly special to professionals across the country.” - Samuel Sweet, CEO of Sweet Squared.
This collaboration signals a shared vision for the future of the professional hair industry, one that celebrates artistry, sustainability and authentic human connection. Together, Paul Mitchell® and Sweet Squared aim to raise the bar in salon experiences and empower professionals with Love & Respect.
Already a Paul Mitchell® customer?
Visit our dedicated page here to watch an exclusive message for UK salons and explore our FAQs.
Availability:
Paul Mitchell® will be available to Professionals via Sweet Squared in the UK from 1st January 2026.
About Sweet Squared
Sweet Squared is a multi-award-winning distributor of professional hair and beauty brands across the UK. Guided by a mission to “Love & Respect” the professional, Sweet Squared is committed to delivering exceptional products, expert education and world-class customer care. Paul Mitchell® joins Sweet Squared’s curated portfolio including leading names such as CND™, KEVIN.MURPHY, K18 and Nimue Skin Technology.
www.sweetsquared.com | @SweetSquared.Hair
About Paul Mitchell®
Founded in 1980 by hairstylist Paul Mitchell® and businessman John Paul DeJoria, Paul Mitchell® has grown into a global leader in professional haircare. The brand has been a pioneer in the industry, emphasising salon-first professional quality, education, sustainable manufacturing and being cruelty-free from the start.
Today Paul Mitchell® has been named the #1 pro hair styling brand worldwide* with one Paul Mitchell® product sold every two seconds. With an extensive portfolio spans colour, care and styling, trusted by salon professionals around the world.
*Kline 2023 Salon Hair Care Global Series, for John Paul Mitchell Systems master brand portfolio which includes Paul Mitchell, based on value sales of products in 32 markets. Based on 2023 JPMS sales worldwide through authorised points of purchase and professional distribution.