Sweet Squared Hosts Fifth Instalment of the Event

Leeds based award-winning beauty distributor, Sweet Squared, has wrapped up their fifth instalment of THE EVENT which brought together hair, nails, and beauty to celebrate the industry, hosted at The Vox in Birmingham.

An opportunity to learn, network, and party all under one roof, THE EVENT got started with a bang thanks to Sunday evening’s jaw-dropping runway show featuring live demos and transformations, hosted by KEVIN.MURPHY’s Creative Director, James Nicholson, and CND’s Co-Founder Jan Arnold.

Based on disruption in the industry, the show saw models cascade through the most iconic decades of beauty having their hair and nail looks ‘disrupted’ by KEVIN.MURPHY’s style master Caroline Kells, and nail tech extraordinaire Fee Wallace.

As the catwalk drew to a close, the drinks started flowing, followed by an evening of dancing, live music, live DJ, and street food – the perfect way to celebrate our fantastic industry.

Monday brought a day of education. Pete Scott got the day off to an exhilarating start with a motivating keynote speech before guests filtered off into their respective workshops. Guests were certainly spoilt for choice with James Nicholson’s colouring extravaganza ART.LAB and an interview and workshop focusing on creativity and inclusivity with celebrity stylist Joe Mills. A day of workshops, demos, hands-on experience, and networking with brand experts came to a close with an THE EVENT goody bag.

Samantha Sweet, Co-Founder of Sweet Squared commented: “THE EVENT brings likeminded people together that are creative, business savvy, and believe in education. They inspire each other, and guests leave THE EVENT emboldened with new ideas and new ways to do things. It also solidifies the relationship we have with our professionals. THE EVENT is a time to celebrate what they do really well, and we partied really well too!”