Samantha Sweet
Samantha Sweet is a powerhouse in the professional beauty industry with over 30 years of experience spanning nails, hair and skin.
Her career was shaped early by an obsession with customer experience—honed from her teens through hospitality and a formative four years in Florida working at a world-class tennis resort.
In 2006, Samantha and her husband Samuel founded Sweet Squared. One year later, they secured their first major brand partnership with CND™, marking the start of what would become one of the UK & ROI’s most respected professional beauty distributors.
Today, Sweet Squared represents 24 best-in-class brands, delivered with a clear ethos: Serve the Pro with Love & Respect.
Samantha is deeply involved across the business, with a particular passion for customer connection, communications and PR. A familiar presence at trade shows and fashion weeks, she remains closely connected to the professional community Sweet Squared exists to serve.
In 2025, Sweet Squared was appointed exclusive distributor for K18, CALECIM and Sparitual and as of January 2026, PAUL MITCHELL—milestones that reflect the company’s reputation for integrity, partnership and performance.
In 2023, The Sam’s were honoured with the Scratch Stars Services to the Nail Industry Award, recognising their lasting contribution to the industry.