Sweet Squared acquires Icon Consultancy and takes on Wax:one

Sweet Squared, which distributes CND, Nimue, and Moroccan Tan among other brands, has acquired Icon Consultancy, a distributor of professional hair brands including Kevin Murphy and Oribe.

Sweet Squared has also taken on a new waxing brand, which will launch this month. Wax:one offers a hot wax, strip wax, cleanser, a pre- and post-wax oil and an ingrown hair treatment for retail.

Wax:one will replace Waxperts in the S2 portfolio. The product range is supported by accredited education including beginners, female and male advanced, and conversion courses.