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Sweet Squared has been ‘Serving the Pro with Love & Respect’ since 2006.

...But what does that mean?

S2 partners with YOU, the professional, to deliver only the best and most innovative brands and products to the UK & ROI. All of our brands are exclusively sold through the professional, meaning you will never see them on the high street! We were founded and driven by the desire to inspire. Our team is made up of hair and beauty experts that exude passion for our industry, so it’s easy to understand why we love what we do and why our sole aim is to ‘Serve the Pro with Love & Respect!’ 

Join Us


We believe in:

Inspirational Education 
With a network of over 50 talented and avid S2 Education Ambassadors located across the UK and Ireland, we are dedicated to offering amazing classes to develop skill sets at all levels. Whether you're a complete beginner or simply want to advance your beauty talents – we have the courses and all of the support you need to succeed in your chosen career path. 

Amazing Customer Experience 
Our multi-award-winning Customer Experience Team work diligently to support our professionals, from placing orders, booking classes to generally championing everyone in all areas where help and advice is needed. Our team are obsessive! They adore our industry and go above and beyond to support you.

World-Class Distribution 
Our SquareHouse (warehouse) Team works tirelessly to ensure all orders placed before 6pm in the UK or 3pm in Ireland, are shipped the same day. Sweet Squared - delivering Love & Respect direct to your front door. 

Brands You Love
Whether you offer treatments in hair, beauty or nails, Sweet Squared has the product range you need to impress your clients. What’s more, we carefully curate the brands we’re proud to work with. So, if we stock it, you can be sure it’s the best the industry has to offer! From CND and LASHUS, to KEVIN.MURPHY and Nimue, we have the perfect brands to help elevate your business.

Meet the Team

Samantha & Samuel Sweet
Samantha & Samuel Sweet

Samuel Sweet 

CEO and Co-Founder 

Samuel Sweet began in the nail industry at the tender age of 21, in his home town of Salt Lake City, Utah. By dedicating himself, he became one of the first members of the elite Team CND and one of their top International Education Ambassadors. Fast forward a few years and Sam is now the CEO of Sweet Squared, heading up the full team, whilst striving to ensure the company stays true to the Pro and serving as a trailblazer within the beauty industry. 


Samantha Sweet 

MarComms Director and Co-Founder 

Samantha Sweet has championed the nail industry since her teens! Having proudly represented (and loved) CND for almost 30 years, Sweet Squared was firmly founded with all the values taught to her through the Nordstrom CND Family. She has gone on to become an industry authority within the professional beauty sector across nails, waxing, tanning and hair. As the MarComms Director, Samantha truly is the voice of Sweet Squared; meet her and you’ll witness her passionate ‘Love & Respect’ culture come to life! 

Jim Nordstrom

Jim Nordstrom 


Jim Nordstrom has been part of our industry from the very start. His father Dr Stuart Nordstrom founded CND (Creative Nail Design) in their garage in 1979. Jim headed the management team that took CND to the heights you see today. Jim is highly thought of throughout the hair and beauty industry, enormously respected and works tirelessly to serve the professional sector. Although Jim lives in the USA, he is front and centre with S2 and our core values.