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COVID-19 (coronavirus) Guidance

Sugar Culture salons follow best practice in response to COVID-19

This page was last updated on 23rd June 2020

In light of the government’s announcement on Friday 19th June 2020, all Brown Sugar salon’s will begin to re-open on Monday 29th June, adhering to all the guidelines laid out by the Irish Government and the National Public Health Emergency Team (NPHET).

While ultimately the Sugar Culture experience will remain the same, we have had to make some temporary adjustments to follow best practice and offer the best possible protection to our staff and clients alike from coronavirus. We have listed some of our temporary precautions below. 

Before Your Appointment: 

The Sugar Culture front of house team has begun reaching out via telephone to offer appointments as of Monday 22nd June,  As our staff are now split into teams your regular hairdresser will have changes to their usual working days/hours but we will do our very best to accommodate your needs. Non-refundable Deposits of 50% will be mandatory during the time of booking – this is due to the large restrictions on the number of appointments we are allowed to take in, in our salon spaces. 

Day of Your Appointment: 


Reschedules and no-shows


Our commitment to health and safety

We hope that by adhering to these guidelines, we can provide all our clients with a safe space the enables us to serve you with a great salon experience you know and love us for.

Team Brown Sugar xo




Brown Sugar Salon Trainee Hairdressing Competition in Twenty Two Dublin

The Annual Trainee Competition event is always an exciting event for the Sugar Culture Team. This highly anticipated competition shows us the level of talent in the new up and coming hairdressers in our salons.

Sugar Culture prides itself on being home to some of the best hairdressers in the country, so these annual competitions are a very important time for the trainees as it is key opportunity for them to put everything they’ve learned in our training institute, in front of a panel of judges. Our trainees use this time of year to get creative and display some of the unique skills they’ve picked up from the other senior members of staff whom they work with.

With such a stellar track record with awards over the last couple of years, our trainees where hungry for a competition all their own. This event, also gives the Sugar Culture team an insight into what their trainees are capable of, which can be key to advancing their training and education.

The event took place in the cool surroundings of Twenty Two Dublin. Family and friends were invited along to watch the next generation of Sugar Culture hairdressers, go head-to-head with two models and a stage presentation to a large audience.

The salons taking part were


Brown Sugar – South William Street, Blackrock, Ranelagh

Sugar Cubed

Sugar Daddy barbers.

The Judges:

This years judges were Elayne Archbold, Aidan Darcy, Stephen Kelly, Geno Reilly and Suzanne Redmonde. These hairdressing pros were on the lookout for flawless execution of the brief, creative flair and a passion for the craft.

The Competition

In term one:

Kinga, Sarah, Sophie, Grace Y, Caoimhe, Evan P and Chiara were all tasked with the following brief:

  1. Global colour  with blow-dry (Global or Tint and Halo)
  2. Classic upstyle (ponytail, braid, chignon).

In term three

Emma O’Neill, Tammi, Emily, Kerrie and Jodie were all tasked with the Brief

  1. Cuts and free expression colour
  2. Bridal Upstyle

The Pre-Graduates

Neil, Alix, Grace K, Emma C and Chloe were all tasked with the Brief:

  1. Free expression cut and colour
  2. Free expression upstyle/avant garde

The Barbers

Seán C, Seán and Amber were all tasked with the Brief:

  1. Scissors over comb
  2. Clipper work 

The Winners

In term one Evan P came 3rd place, Chiara got to 2nd place and Caoimhe secured 1st place.

In term three Tammi came 3rd place, Kerrie got to 2nd place and Jodie secured 1st place.

For Pre-Graduate (Term four) Grace K came 3rd place, Emma got to 2nd place and Alix secured 1st place.

For the Barbers Sean came 3rd place,Sean C got to 2nd place and Amber secured 1st place.

The Overall Eugene Reilly Award winner was Alix O’Keeffe.

Stay up to date with all of the happenings in Brown Sugar by following our social media at the links below.

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Hair and Makeup Lookbook

Just launched! Five new gorgeous signature spring looks, combining hair and makeup styles that’ll suit any occasion. Our Signature Spring Collection, available in Brown Sugar Ranelagh is available Monday to Saturday and all looks are on offer for just €60. We’ve made it even easier for you to get your glam on, Brown Sugar style, with these five fab finished looks – or mix and match the makeup to the hair that you want, the price will stay the sane.

Our spring collection will be available EXCLUSIVELY in Brown Sugar Ranelagh until May. All appointments are pending availability.

What are you waiting for? Go check out the looks…

Scroll down to book with us.


Hollywood Glamour

Rock Chick

Fierce Feline


Spring Goddess





Brown Sugar’s Summer Scoop

Where has the time gone, it feels like only yesterday we re-opening our doors after Christmas, and now its June!

Image result for shocked gif

But what a year it’s been so far at Sugar Culture, with many awards and nominations coming the salons way. Here’s a taster of some of them…


Trainee extraordinaire Shannon Mulligan took home the gold at this year Image Business of Beauty Awards in the Best Blow-Dry category. We are immensely proud of her incredible achievement at such an early age in her career. Keep an eye out for this rising star in our tribe.


The Irish Hairdresser “Best of the Best” awards are just around the corner and a with a whole host of Sugar Culture superstars nominated for the finals, we are super excited see the outcome of Sunday’s award ceremony in the Mansion House.

Here are our finalists Below:

Norma Jean O ‘Reilly – Best Hair Extensions

Joe Coyne – Best Fashion Image

Graham Molloy – Best Mens Commercial

Eilis Downey – Creative Make-Up

Neill Ryan – Fantasy

Roy Leigh – Best Braid + Black & White Image

Naoise Daly – Best BOB & Best Newcomer

Sugar Daddy’s – Best Men’s Fashion

The excitement is mounting – keep an eye out for all the updates on how we get on in the final.


Elsewhere more Sugar Culture superstars have been making a name for themselves. The Sugar Culture Art Team are renowned for being one of the best in the business when it comes to all things hair and beauty.

We are delighted to announce that they have been selected as finalists for the Creative Head Awards in the Supreme Team category

We are so proud of this bunch for flying the Sugar Culture flag high.


Lastly a massive congratulations is in order Barnardos and participating salons in this years #BrowsForBarnardos campaign. Barnardos, an independent children’s charity, do amazing work with vulnerable children and their families living in Ireland.

All Brown Sugar salons participated this year, with 20% of all brow services being donated to this amazing cause.

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7th Annual Sugar Culture Trainee Comp

Gallery Below

Yesterday, 24th April 2017, marked one of the most anticipated events of the year within the Sugar Culture calendar, the 7th annual trainee competition., held in the Radisson Blu Hotel, Golden Lane.

From the outset, it was very clear that this year was going to be our biggest, most extravagant competition to date where 1st, 2nd and 3rd year assistants go head-to-head with two models, showcasing their hairdressing capabilities.

The competition started back when Brown Sugar had just two locations, South William Street and  Blackrock. Add on a couple of years and three new locations, we barely had enough room in the 250 person capacity auditorium for staff, family members and hairdressing legends.

The Judges: Sugar Culture Colour Manager Frank O’Keeffe was top of the table on the judge’s panel followed by Sugar Culture educator Elayne Archbold, guest judge Stephen Kelly (off the tele) and finally Gino Reilly, our late friend and colleague Eugene’s Dad, who has presented the overall award since the very beginning and hopefully many more to come.

The Contestants: In term one, Shauna (Brown Sugar Blackrock), Maryann (Brown Sugar Ranelagh), Emma O’Neill (Brown Sugar South William Street), Kerrie (Brown Sugar South William Street), Chloe (Brown Sugar Ranelagh), Tammi (Sugar Cubed), Emily (South William Street) and Kirsten (Sugar Cubed) all went head to head with Chloe coming in 3rd, Maryann in 2nd and Kirsten in 1st place.

In term two, Lyn (Sugar Cubed), Neil, (Blackrock), Alba (Blackrock), Alix (South William Street), Emma (Sws) and Grace (Sugar Cubed) competed against each other with Neil nabbing 3rd place, Grace coming in 2nd and Lyn securing 1st place.


In the final category, term three, we had Selena from (Sugar Cubed), Craig from (South William Street), Lucy (Blackrock), Helen (Ranelagh), Shakira (Blackrock), Shauna B (South William Street) and lastly Shannon (Blackrock). Helen secured 3rd place while Selena came in 2nd and Shakira secured 1st place and the overall Eugene Reilly award for the third time.

The standard of hairdressing was in a word, phenomenal. Mark said “If this is the standard of hairdressing coming from our trainees, we can safely say the future of Brown Sugar, Sugar Cubed and Sugar Daddy Barbers is in very good hands.”

Well done to all who took part.

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Sweet Mother’s Day Treats From Brown Sugar

Mother’s Day poses a challenge to us all, every year. No matter what age you are “Don’t go buying me anything expensive” is the response you’d probably get if you decide to ask your mum what she’d like for the occasion.

Mum’s are mythical creatures and nobody knows why they do the things they do, including the odd splurge, which is solely reserved for both their own offspring and grandchildren. Mum’s rarely take the opportunity to spend their hard-earned cash on themselves which is why Mother’s Day is all the more important as it gives us a chance to really give back to the one woman who gave us life and her last penny.

We’re big fans of mums and this year we have some fabulous sweet-treats lined up to make your mum feel that extra bit special – keep scrolling to find out what they are:

Mum’s get 50% OFF

This year, when you book in for a blow-dry and makeup between 20th – 25th March you’ll have the option to book your Mom in with you HALF PRICE.

Services are strictly for Blow-dry and Make-up only

Blackrock Mini-Brunch With Macaron’s by Andrea

Blackrock customers are in for a special treat as our Co.Dublin sister salon is set to be transformed into a Parisian style boulangerie on Thursday 23rd March with a mini-brunch from 9am to 2.30pm  Macaron’s by Andrea will be serving up a range of delicious sweet-treats while you unwind and enjoy the sumptuous surroundings of our award-winning salon.

Gin & Tonic Trolley

You may or may not have heard about our beloved Sweet Infusions drinks cart. We’ve re-stocked and we’re ready for cart-to-customer trolley service serving up delicious Drumshanbo Irish Gunpowder Gin & Tonic’s, over ice  and garnished with a zesty slice of Grapefruit.

Brown Sugar X GOK Fashion Brunch Club

We’re closed on Mother’s Day 26th March, but we’ll be on location at GOK’s Fashion Brunch Club in the Hilton, Dublin – ensuring all mum’s holding tickets have the most fabulous and fashionable day with plenty of prosecco and high-fashion. What more could you want?

It will be a Mother’s Day to remember.


If you’re completely stuck or abroad for Mother’s Day this year, there’s still time to have a Sugar Culture voucher delivered to her door so she can set about a pamper day herself. You can purchase vouchers for all Brown Sugar salons at this link here


Niamh Paget WINS only Irish spot on L’Oreal Colour SpeciA-List Innovation Team

It is with great pride that we can reveal Brown Sugar colour specialist Niamh Paget’s appointment as Ireland’s L’Oreal Colour SpeciA-List Innovation Team member.

Ranelagh’s colour captain secured the ONLY spot available to Irish hairdressers and will join other innovation team members from the UK for the very first time in a yearlong journey of Innovation, Education and Communication.


This amazing opportunity offers winning candidates the chance to experience the bespoke preview launch of L’Oreal Professional’s latest colour innovation. The latest colour predictions and techniques. Regional eduction dates with Colour SpeciA-List Innovations days, A-list creative tour and Colour congress 2018.

This is an amazing accolade for Niamh and huge advancement in her career. We’re overjoyed for this talented young woman. We can’t wait to see what she does next.



Bringing Back The Brows With M2BEAUTÉ…

As we get older  we realise that we should have listened to our mothers every time they told us not to pluck our eyebrows. Mothers know best after all. Instead we chose not to listen which resulted in over-plucked and underwhelming eyebrows. Enter M2BEAUTE


M2BEAUTÉ is a specialist among luxury beauty brands. The company focuses on developing innovative cosmetic products to maximize and optimize your natural beauty.

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Time for a bit of science… In recent years research technologies have enabled science in the areas of medicine, chemistry and biology to acquire new and accurate insights into the effects of specifically defined molecules that activate the body’s own growth and regeneration potential.

These research findings provide M2BEAUTÉ with the foundations for developing revolutionary new ingredients for cosmetic products that contribute toward achieving optimal and most importantly, natural beauty which represents an alternative to conventional, conservative and sometimes even invasive treatment methods that are designed only to provide care.

M2 BEAUTÉ is without a doubt one of the leading innovators within the beauty industry. This has been duly noted by all of us here Sugar Culture and we are proud to now stock two of their latest products in all Brown Sugar Salons.



Providing renewed vigor for sparse or over-tweezed eyebrows, this innovative serum, based on proven and effective MDN complex and enhanced by the prized natural ingredient Black Sea Rod Oil, stimulates the natural growth of your eyebrows, giving you restored, thick, strong, and healthy eyebrows that highlight your natural beauty and open up a world of possibilities for trend-conscious styling. Application is easy – and the results are amazing!


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Watch Your Lashes Become More Beautiful By The Day

Here it is, (Shh) the secret to ravishingly beautiful eyelashes with amazing volume: This highly potent activating serum contains the highly effective MDN complex. This carefully dosed active ingredient stimulates the roots of the lashes, bringing about a longer growth phase while also creating fuller, stronger lashes.

These products are making waves across the beauty industry.

We’re now stocking M2BEAUTE in all Brown Sugar Salons.

Harmony Amatsu Study on Hairdressers and Makeup Artists

Harmony Amatsu Massage Therapy

Anyone that has worked in a salon will know how hard hairdressers and makeup artists work. Long hours on your feet, standing on hard floors, often not moving more than a couple of feet, with your arms in an elevated position and your hands constantly moving. The description alone makes you aware that this kind of work is not what your body was designed to do and now you begin to realise why hairdressers and makeup artists report having more musculoskeletal issues than most workers.

Recently a study was done by the Centre for workplace health, health and safety laboratory in the UK. They interviewed 147 hairdressers and 67 non-hairdressing office workers. They asked for details of complaints/pain that they had and then asked them to specify what they thought, were work-related pains, below are their findings

Immediately you see that hairdressers report a much higher percentage of pains in all categories, the only ones that come close are wrist/hand pain and neck pain, which are big issues for office workers that sit in poorly designed workspaces for long periods of time, looking at badly placed computer/laptop screens while typing and using a mouse. Also, if you consider that neck, upper back and shoulder pain are quite often different descriptions of the same thing, the study suggests that 1 in 4 hairdressers report that they have a work related pain/complaint.

Harmony Amatsu Massage Therapy

Why do Hairdressers have these complaints?

Louboutin said high heels are “pleasure with pain” and after 7 or 8 hours on your feet in a busy salon you’ll agree with at least 50% of that statement. The picture below demonstrates what some footwear can do to your feet. Keep in mind your feet are how your body interfaces with the ground when you walk/jog/run so it’s vital they can do their job properly.

One of these factors in isolation is bad enough but when you combine them you start to understand the stresses that a hairdresser/makeup artist’s body is under. Complex, unnatural movement by tired, dehydrated muscles is almost certain to cause musculoskeletal dysfunction, in fact 1 in 4 is now looking a little low which leads me to wonder if hairdressers and makeup artists so accustomed to feeling tired, sore and stiff that they only notice a problem when it has become severe? If ever there was a collection of people that need regular maintenance treatments, they are those people.

So what can be done about it?

Well firstly I’m going to make some assumptions. I’m going to assume that wearing sensible flat shoes, having a personal floor mat, taking copious water breaks and self levelling salon chairs are on the “maybe list” so what’s left?

Harmony Amatsu Massage Therapy

For further information on Amatsu and how it can be part of your maintenance plan for your body,

call 086 152 7646 or email now.

Check out the Harmony Amatsu website

Check out their Facebook page

L’Oreal Colour Trophy 2016 Roundup

Much to our delight after taking home the gold last year, the L’Oréal Colour Trophy Awards returned to Dublin on Monday 20th June. Taking place in Dublin’s Convention Centre, the event labeled as the Oscars of the hair and beauty industry, proved to be a truly amazing event

Having grown from three salons to five in the space of a year and increased from a staff of 60 to 100, the presence of our Sugar Culture Tribe was more distinct at the Colour Trophy this year than ever before.

The glamorous event was a proud night for our MD Mark O’Keefe as seven tables filled up with 70 Sugar Culture stylists, colour technicians, make-up artists, trainees and extended Sugar Culture family members.

As the competition got underway, nerves ran high with four Grand Finalists in the Men’s Image Award and three in the Ladies category. Every year, it is impossible to predict who is going to win the top prize but one thing that always shines through is that the standard of hairdressing in Ireland is nothing short of spectacular.

After a champagne reception and a delicious three-course dinner, it was show time! ZEBA and Peter Mark both put on visually stunning shows that impressed all in attendance. Anyone who has ever been through the process of putting on the L’Oréal Final Show understands the pressure that comes with the elaborate production and watching it come to life is an emotional affair every time.

Tensions ran high in the build-up to the Men’s Image winner announcement and to our delight, Sugar Culture proved successful in their enthusiastic efforts. We had two very deserving winners with our Blackrock Style Director Roy Leigh and Educator Elayne Archbold crowned winners with their model Conor Gonzales. Unfortunately we didn’t take home the top spot for the Ladies category but Dylan Bradshaw deserves massive congratulations on their winning look.

Loreal Colour Trophy Ireland

Keep an eye on our Facebook page to see all the social pics from the event.