Scruples Haircare, part of the Beauty Elite Group, has announced the return of Celebrity Stylist William Whatley as its creative education director.

“I have a very strong vision for where I want to take things for Scruples,” said Bahira Shami, CEO of Scruples. “Who would be better for that vision than someone that knows Scruples like the back of his hand?”

Scruples education program for 2024 will target beginners just launching into their careers and specialized classes such as color correction or training for the future. The education initiative will be headed by Whatley and serve professionals at every level.

“Our industry is ever evolving. Without education, as a hairdresser, you get left behind. Hair changes like fashion. Education is the most important thing that a hair manufacturer can give to the industry for growth.”

— William Whatley, Creative Education Director, Scruples Hair

Whatley had previously served on the Scruples artistic team in 1994 and became the brand’s first artistic director before he took on creative ventures including his lead role on Ambush Makeover from 2000 to 2006.  He continued with Scruples from 2006-2010 before spearheading hair styling for fashion designers including Dolce & Gabbana, Roberto Cavalli, and Vera Wang, followed by several years of celebrity work on award shows, serving as hair stylist for an *NSYNC tour, and heading education and creative programs for manufacturers, before returning to Scruples.

“I’m excited to come back for the education to be able to leave my legacy with the company that I started my journey with,” said Whatley. “I made my mark with Scruples in the beginning and that led me to so many different things. To come full circle and pass my knowledge onto others is what hooked me from the start,” he added.

The Scruples team celebrated William’s encore role at Scruples with an industry event during Cosmoprof Miami on January 24^th. Attendees at the Miami event were treated to hair trends created by Whatley, a preview of Scruples education programs, product expansion, and new opportunities for stylists.

“We debuted three trending looks including our ‘Hollywood Blonde,’ a shift from ash into warm tones, the ‘Manhattan Brunette’, browns with more richness, even a little of a berry feel, and our ‘Red Carpet Copper’," described Whatley. “We demonstrated live during the event how to style quickly with red carpet and Golden Globe looks without taking an hour and a half.”