A house of
beauty brands
Founded in Houston, grown into a family of prestige brands across professional beauty and pet care.
Founded in Houston by beauty-industry veteran Basim Shami, Beauty Elite Group owns and operates over six distinct brands across the beauty and pet care industries.
Today our portfolio includes beloved salon and consumer favorites such as Scruples, BlowPro, SoSilk, Caj Beauty, Fuel Hair, and Pet Silk. What began as a single vision has become a thriving family of niche, prestige brands, dedicated to innovation, professional education, and high-performance products for stylists and consumers alike.
Our principles
Innovation
We develop high-performance formulas and tools that keep stylists ahead of the craft.
Education
From brand-led trainings to programs like Scruples Encore Education, we help stylists grow.
Trusted formulas
With decades of credibility, like Scruples since 1983, quality and care sit at our core.
has become a thriving family of niche, prestige brands, dedicated to innovation, professional education, and high-performance products for stylists and consumers alike.
Worldwide presence
Trusted across North and South America and Europe.
Supported by marketing, logistics, and distribution teams around the world, our reach truly goes global. From salons and barbershops to grooming studios and home routines, Beauty Elite Group brands are trusted wherever beauty is made.
