Earlier this month Sweet Squared welcomed 45 loyal Paul Mitchell customers to its Leeds headquarters for a day of education, connection, and community-building within the professional hair industry.
Bringing together salon professionals from across the UK, the event highlighted the strength and loyalty of the Paul Mitchell network, with many attendees travelling significant distances to take part. Guests were greeted with a shared lunch, setting a collaborative and inclusive tone for the day.
The programme began with an introduction to Sweet Squared, led by co-founders Samuel Sweet and Samantha Sweet, who shared the company’s story, values, and ongoing mission to support salon professionals.
Attendees were then invited on an exclusive behind-the-scenes tour of the Leeds HQ, including warehouse operations, where they gained hands-on experience by scanning products, offering a unique insight into the company’s operational processes.
Education remained a key focus throughout the day, with guests taking part in two breakout sessions covering Tea Tree and colour. Each group rotated between sessions to ensure a comprehensive learning experience.
In addition to the educational programme, the event successfully raised £1,500 for the Hair & Beauty Charity, reinforcing the industry’s commitment to supporting its wider community.
Following the day’s activities, attendees were invited to stay for drinks, providing further opportunity to connect with peers and the Sweet Squared team in a relaxed and welcoming environment.
Sweet Squared expressed its gratitude to all attendees, acknowledging the dedication of those who travelled to Leeds and reaffirming its commitment to serving the Paul Mitchell professional community with its core values of peace, love, and respect.
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