Rayed Merchant reflects on how SSIZ International rose as a trusted professional beauty leader and reveals what’s next for SSIZ and its flagship brands like Ikonic Professional.
SSIZ International, has seamlessly emerged as one of India’s most trusted professional beauty powerhouses. From launching breakthrough brands like Ikonic Professional to bringing global names such as Cadiveu, Denman, and JRL to India, the brand’s ecosystem serves over 50,000 salons nationwide. In this interview with Vidhi Arya from Professional Beauty India,Rayed Merchant, Director, SSIZ International, shares the milestones, challenges, and bold strategies shaping SSIZ’s journey, along with what’s next for its flagship brand, Ikonic Professional.
How has SSIZ grown and changed since it first started?
When we started SSIZ International Pvt. Ltd., our initial focus was on manufacturing and distributing beauty and grooming products for India’s rapidly growing salon professional sector. Today, with our headquarters in Mumbai, we have built a diverse portfolio that includes leading homegrown brands such as Ikonic Professional, Biosoft, and Proarte. We also serve as the exclusive distributor in India for globally renowned names like Cadiveu, Brasil Cacau, Denman, and JRL Professional, while recently expanding our portfolio with the launch of Nusuk.
Over the years, we have not only strengthened our distribution footprint but also established strong manufacturing capabilities, moving steadily up the value chain. Guided by our commitment to innovation, quality, and customer-centricity, SSIZ has grown into one of India’s most respected and trusted professional beauty companies.
What have been the biggest turning points in the company’s journey so far?
Key milestones include the launch of Ikonic Professional, which positioned us as innovators in high-performance hairstyling tools, and diversifying our portfolio with brands like Denman and JRL Professional. Becoming the exclusive distributor of Cadiveu and Brasil Cacau in India significantly enhanced our credibility.
Serving over 50,000 salons nationwide established us as one of the largest professional distributors in the industry. Taking our brands global has further amplified visibility, making SSIZ a strong player internationally. Our tools are also used by top hairstylists and celebrities, a true testament to the trust we’ve earned.
Recognition such as the Most Preferred Brands of 2023-24 award by Marksmen Daily and features in publications like Man’s World India, Grazia India, and Femina have reinforced our leadership in the industry.
How do you decide when to bring an international brand to India versus creating your own?
Our decisions are guided by market gaps and professional needs. If an international brand brings specialised expertise that complements our portfolio, we bring it to India to provide professionals access to the best global standards. On the other hand, when we identify opportunities for localised innovation, we develop our own brands. This balance ensures that we combine international performance with solutions tailored to Indian salons and consumers.
What challenges have you faced in supply, pricing, or service as you’ve expanded?
Like any growing business, we’ve faced challenges such as supply chain disruptions, fluctuating demand, rising raw material and logistics costs, and the complexity of scaling customer service. However, investments in a world-class warehouse, retail stores, an in-house training center, a strong distributor network, and our Mumbai corporate office have enabled us to overcome these hurdles and sustain long-term trust among professionals.
How do you build long-term relationships with salons and beauty professionals across India?
For us, relationships go beyond products — they are built on trust and support. We engage professionals through training programs, masterclasses, seminars, and live demonstrations. We also collaborate with academies to provide education. By actively listening to feedback and tailoring our offerings, we ensure these partnerships are long-term and mutually valuable. Platforms like PBI and HBS further strengthen this engagement.
Ikonic is known for professional tools. How do you ensure its quality and reputation stays strong as it continues to grow in India?
At Ikonic, quality and innovation are at the core of everything we do. Our three-diamond philosophy — Innovation, Inspiration, and Futuristic Thinking — defines the brand. We invest in continuous R&D, maintain international standards, and design tools that combine cutting-edge technology with durability. With robust service networks and training initiatives, professionals not only trust our tools but also see us as partners in their craft.
What has helped Ikonic become a favourite among salons and stylists?
Ikonic stands out because we design every tool with professionals in mind. Ergonomic design, consistent performance, affordability, and strong after-sales service have built deep trust. Our close engagement with stylists through workshops and demos has created a strong community connection. By listening first and then delivering, we ensure our products meet real professional needs, making Ikonic a true salon favourite.
Has Professional Beauty India helped SSIZ reach new salons and partners? Can you share a moment when a PBI show directly boosted your business or inspired a new idea?
Absolutely. PBI has been a vital platform for connecting with salons, distributors, and professionals nationwide. It allows us to showcase innovations, engage decision-makers, and tap into new markets, strengthening our network year after year.
One highlight was when Ikonic showcased its latest tools at PBI. The live demos drew overwhelming interest from stylists, boosting sales and inspiring us to expand training initiatives — reinforcing the importance of hands-on experiences.
Looking ahead, what is the next big goal for SSIZ and Ikonic?
Our focus is twofold: expanding our global presence and driving innovation in India. For SSIZ, this means entering more international markets, enhancing in-house R&D, and building a complete professional beauty ecosystem. For Ikonic, the goal is to launch next-generation tools with advanced technology and strengthen our position as India’s most trusted professional hairstyling brand.
Currently, our brands are available on leading e-commerce platforms like Tira, Amazon, Nykaa, Flipkart, Myntra, and Tata CLiQ, and across 30+ cities in five countries — a strong foundation for the next phase of growth.
Join Ikonic Professional at PBI Mumbai
Professional Beauty India, Mumbai, powered by Ikonic Professional, will take place on October 6 and 7 at BEC, NESCO, Hall 1, Mumbai. Join in to know more about the brand and its recent offerings.Register Now: https://professionalbeauty.in/register/mumbai?
