Beauty Store Business magazine - January, 2020

Farouk Systems Announces New Major Distribution Partnership

Farouk Systems has formed a new, exclusive, long-term, strategic distribution partnership with Beauty Systems Group's CosmoProf and Armstrong McCall—and has ended its relationship with SalonCentric.

Farouk Systems executive vice president of global sales Andre Chiavelli has told Beauty Store Business:

  • The partnership involves Farouk professional-haircare and salon-tools distribution in the United States.
  • Exclusive deals for sales to salons and spas via distributor salon consultants are currently in effect—and have been for months.
  • The professional-only stores will be exclusive in May 2016.

"CosmoProf and Amco have been led by John Golliher and Mark Spinks, and we feel those organizations are the best U.S. partners for our company," said Chiavelli. "Frank Fulco, Michael Heines, Mike Flahaven, Reed Boyd and Stacy Gaspard are all tremendous assets there—and to our future. We have had a longtime relationship with both companies going back to John McCall, the owner of Armstrong McCall [before it became part of BSG], who is also the original investor and still partner today of Farouk Systems.

"This exclusive agreement allows us to be a primary focus of the largest distributor in the United States—as opposed to being co-distributed by multiple distributors, including SalonCentric," stated Chiavelli. Farouk Systems' U.S. team is led by senior vice president of sales Stuart Feldshon.

Chiavelli added, "CEO Basim Shami has really been driving the company with innovation and marketing—coming out with exciting, new brands and celebrity endorsements that require more exclusive focus. And this agreement gives us that focus. We continue to be the industry leader in education and shows. We do more classes and shows—led by vice president of shows and education Lisa Marie Garcia—than any company in the industry. We just had 5,000 stylists to Cancun [Mexico] to celebrate 50 years of hairdressing and innovation with founder Farouk Shami, who started beauty school 50 years ago. It was the best event I have ever seen in the past 30 years!"

Farouk Systems continues "to expand internationally"—led by senior vice president of international Scott Emery—is "growing rapidly" and is now in 142 countries, noted Chiavelli.

Also, Farouk Systems plans to expand its manufacturing facilities and is "aggressively looking for acquisitions," according to Chiavelli. If anyone has a potential candidate, please contact him at, he commented.

"It's a very exciting time for us at Farouk Systems," concluded Chiavelli.

[Image courtesy of Farouk Systems]