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BRAND PROTECTION STANDARDS

Effective from November 11, 2024

As part of the ongoing Kevin Murphy Distribution Agreement between you and Kevin Murphy USA, Inc. or one of its affiliates (“Kevin Murphy”), we are writing to convey the continuing brand protection standards regarding how our products are marketed and sold to your salon customers in the United States. By continuing to purchase Kevin Murphy products, you agree to abide by the following brand protection expectations, which supplement our Distribution Agreement. 


The standards below are restated in this notice, as it is important to remind all of our distributors of the specific ways the Kevin Murphy distributor network ensures that the ultimate end-user customer receives the high-quality products and services associated with the Kevin Murphy brand, in addition to the services and other benefits set forth in our Distribution Agreement. With respect to your sales of our Kevin Murphy products (and in addition to the terms in our Distribution Agreement), please: 


  • Comply with all instructions (including on labels) regarding storage, handling, shipping, disposal, or other aspects of our products; store our products in a cool, dry place, away from direct sunlight
  • Do not resell any product that has been returned opened or repackaged
  • Inspect products and their packaging for damage, defect, broken seals, evidence of tampering, or other nonconformance promptly upon receipt and notify us if there are any issues
  • Inspect inventory regularly for expired or soon-to-be expired products and do not sell such products; destroy or dispose of such products in accordance with instructions provided by us and applicable law
  • Be familiar with the special features of the products, including any guarantee or return policy
  • Respond promptly to customer questions or concerns both before and after sale
  • Cooperate with our product tracking systems that may be implemented from time to time; implement commercially reasonable loss prevention and anti-diversion measures and notify us in the event of a theft or other loss of a material quantity of products
  • Assist us with any recall or consumer safety information dissemination efforts
  • Report any customer complaint or adverse claim regarding our products and assist in investigating such complaints or adverse claims
  • Cooperate with our investigation of any quality or customer service issues related to the products, including by disclosing information regarding product sources, shipment, and handling
  • For completeness and as stated in our Distribution Agreement, you are permitted to sell products marked “For Professional Use Only,” “Not For Retail Sale,” or with similar language, only to salons for use in their business
  • Cease or suspend sales to any person or entity at our direction where that person or business is non-compliant with the Brand Protection Standards (see below)
  • If applicable, ensure that any third-party logistics provider (“3PL”) you use complies with the quality controls and customer service standards applicable to such 3PL as set out in this letter, including not mixing Kevin Murphy inventory that you control with any other inventory; cooperate with us in the investigation of any 3PL’s services 

Enclosed with this notice is the Brand Protection Standards for Kevin Murphy Products (“Brand Protection Standards”), applicable to authorized salons.

In order to establish and maintain an effective set of standards, the Brand Protection Standards will be sent to all salons that stock the Kevin Murphy brand, and a proposed cover letter that will go to salons is also attached. Communication with salons will be done by various methods (and as much as possible using digital channels). We will tailor these, so that working together, the attached Brand Protection Standards will be provided to all salon customers that stock the Kevin Murphy brand.

For completeness we also note that as per the agreed practice, where your salon customers desire to sell our retail products on their own e-commerce website(s), those salons must obtain our prior written consent to do so. Please provide any of those requests to us.

We thank you for your continued support of Kevin Murphy and our brand, including your attention to the above measures. If you have any questions, please let us know.

At Kevin Murphy, we appreciate that salon owners have many choices when it comes to determining what products to use on clients and display and promote in their salons. That’s why Kevin Murphy works to support salons that carry Kevin Murphy products (“Products”). One way we are supporting this is to take actions that are designed to reduce online sales activity by unauthorized sellers that ultimately harms the Kevin Murphy brand and those salons that are part of the Kevin Murphy network. 

How does Kevin Murphy do this? By implementing and enforcing a brand protection initiative that officially goes into effect on November 11, 2024, Kevin Murphy will help prevent unauthorized online sales activity (including on Amazon, Walmart, and other online forums). By reviewing and following the following points, you’ll be an “authorized” salon.

What do you have to do? It’s as easy as following our brand protection standards, set forth in more detail on the next page. Some of the key points are noted below (you are, no doubt, likely already aware of these but it is important to restate them here): 

  • Please make sure that with respect to our professional line of Products, you’re only using them on your clients in your professional salon setting. For our retail Products, please only resell them to your clients in personal-use quantities in your brick-and-mortar salon(s) in the U.S.
  • Salons are not permitted to sell our Products on their ecommerce websites without Kevin Murphy’s prior written consent. Online marketplace sales, including but not limited to, Product sales on Amazon, eBay, and Walmart, are always prohibited.
  • Please make sure you’re taking the steps set forth below regarding product quality and client satisfaction (we strongly suspect you already are). It’s important for us to communicate these standards from time to time.

We look forward to supporting you and thank you for your support in return! 

Brand Protection Standards for Kevin Murphy Products

Effective from November 11, 2024
Note: We may make updates to these standards and will communicate them to you as they become available.

Sourcing. You’re only permitted to buy Products from the appointed Kevin Murphy distributor in your territory (an “Authorized Distributor”).

Authorized Sales / No Diversion. “Professional Products” are marked “For Professional Use Only,” “Not For Retail Sale,” or with similar language (including any hair coloring products). Professional Products may not be resold (they should only be used on clients).

“Retail Products” are all other Products. You are allowed to resell Retail Products only to “End Users” in the U.S., who are the ultimate users of the Retail Products and do not purchase the Retail Products intending to resell them. Please do not sell or transfer Products to anyone you know intends to resell the Products; sell or transfer a quantity of Products greater than that typically purchased for personal use; or sell, ship, or promote the Products outside the U.S.

Online Sales Process. Salons are not permitted to sell our Products on their ecommerce websites without Kevin Murphy’s prior written consent. Online marketplace sales, including but not limited to, Product sales on Amazon, eBay, and Walmart, are always prohibited. Any permission granted during the Covid 19 pandemic to sell on distributor-operated platforms (e.g., SalonInteractive) is revoked; please discontinue use of these platforms by November 11, 2024.

Product Care, Customer Service, and Other Quality Controls. Please double-check if you’re doing the following:

  • Follow our instructions regarding storage, handling, shipping, and disposal. Please store Products in a cool, dry place away from direct sunlight.
  • Sell Retail Products in packaging as purchased from your Authorized Distributor. Do not relabel, repackage (including separating Retail Product bundles or bundling Retail Products), or alter the Retail Products or their packaging.
  • Do not remove or change the contents of any label or literature on or with the Products and do not tamper with or alter any identifying information on the Products or their packaging.
  • Do not dilute or adulterate Products.
  • When you receive the Products, please inspect them for damage or other nonconformance and, if there’s any issues, please don’t sell the Product and reach out to your Authorized Distributor.
  • Inspect inventory regularly for expired or soon-to-be expired Products and do not use or sell any Products that are expired or soon-to-be expired.
  • Know about the special features of the Products (including by using resources available at kevinmurphy.com.au) and obtain sufficient knowledge to communicate with End Users on the selection of the Products and any applicable guarantee or return policy. 
  • Respond to End User questions and concerns promptly or otherwise seek guidance from your Authorized Distributor.
  • Cooperate with Kevin Murphy regarding any Product tracking systems that we may use, as well as any Product recall or other safety information efforts.
  • Please take reasonable steps to prevent theft.
  • Please let us know about any End User complaints or adverse claims regarding the Products and assist us in investigating them. Cooperate with us in the investigation and resolution of any quality or customer service issues related to the sale of the Products.
  • Use best efforts to participate in training provided by Kevin Murphy or your Authorized Distributor.
  • If applicable, make effective use of promotional materials provided by your Authorized Distributor.
  • If applicable, ensure that any third-party logistics provider (3PL) you use to store inventory of or fulfill orders for the Products is aware of and complies with the brand protection standards described herein or otherwise communicated by us. Please ensure that any 3PL stores all inventory of Products segregated by seller so that no Products provided to the 3PL are commingled with those owned by any other party. We understand that this last bullet does not apply to the vast majority of salons. 

Intellectual Property. Protecting our intellectual property helps us protect you. By buying our products from your Authorized Distributor, you agree that Kevin Murphy or its licensors own all rights in and to the Kevin Murphy brands, names, logos, trademarks, service marks, trade dress, copyrights, and other intellectual property related to our Products (IP). You’re granted a limited, non-exclusive, nontransferable, revocable license to use this IP to market and sell the Products as set forth herein. This license will cease upon termination of your status as an “authorized” salon. Your use of the IP must comply with any guidelines we may provide and must be commercially reasonable as to size, placement, and other manners of use.

Sales Practices. Kevin Murphy understands that our network of salons and trained salon professionals recommend and sell Kevin Murphy to their clients because they understand the unique features of the Products and understand their clients’ needs. It does go without saying that along with this, we expect our salons and stylists will not make any warranties or representations about the Products except those authorized by us. Further, we expect that everyone in our salon network will not knowingly make any deceptive or misleading representations about the Products and its qualities.