Scruples and Beauty Elite Group Announce Merger

Top: Tracy Liguori and Mia Liguori, Bottom: Basim Shami and Michael Riley

Scruples Professional Salon Products, Inc and Beauty Elite Group have merged as of October 19, 2017. Scruples is a category leader and innovator in professional color and styling products. It markets both gel-based color and low-ammonia creme based color systems. The company also has multiple styling lines including Classic Collection, White Tea and Indie Hair. The company was founded 35 years ago by Frank Liguori Sr. and Jack Storey.

In 1995, Basim Shami founded Beauty Elite Group, located in Houston, Texas. The company has grown significantly through multiple acquisitions including BlowPro and Fuel Haircare. Shami and the Scruples Management Team join together as partners and stockholders in the newly formed entity called Scruples Holdings, LLC. 

Leading the new entity as executives are Basim Shami, Tracy Liguori, Mia Liguori and Michael Riley. Basim Shami, the CEO of Scruples Holdings, LLC, is an international businessman, known for his contributions in the beauty industry for over three decades. He has learned, observed and implemented every aspect of running beauty companies, from marketing, domestic and international sales, product research and manufacturing. Shami is the former CEO and President of Farouk Systems.


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Tracy Liguori is the Co-President of Marketing and Advertising. Liguori will oversee all marketing and advertising as well as have an active role in running day-to-day company operations. She has a 30 year career at Scruples in sales and marketing.

Mia Liguori is the Co-President of Creative and International Business. Mia will continue to be the face of Scruples to the professional hairdresser community.

Last but not least, Michael Riley is the Chief Operating Officer. Riley brings a diverse array of knowledge to the professional beauty industry, with over 30 years of experience in sales, manufacturing, and distribution throughout North America and Europe.

About: Scruples Holdings, LLC, a privately held, professional only, family business providing programs, education, and tools that allow salons and stylists to excel at their craft.