About Us

OUR HISTORY

Affinity Beauty Concepts (ABC), has been in business since 2002. In 2008, co-founders Morlin Login & Nicole Parrella rejoined forces, delivering a combined experience in the industry of 50 plus years.  Together they’ve built this company focusing on the needs and wants of the stylists and technicians paired with the demands and trends of the clientele and market.  We are specialized in the development and distribution of an elite line of beauty care products and appliances throughout Florida, Georgia, Alabama and the Caribbean.

Each and every line that we sell has a story and has been developed and manufactured by some of the greatest pioneers in our industry.  This didn’t happen by chance and ABC sought out these fine product lines knowing that they would each bring something unique and innovative to our repertoire of brands.

OUR MISSION

In addition to distribution, we also offer business development and retail marketing.  If your business is selling retail successfully, but you want to increase sales or perhaps train your staff on how to sell your products, then this is a win-win for you.  Our business development specialists will coordinate and facilitate retail business building programs and educational workshops that will give your staff the motivation and incentive to sell more and increase your overall net profits.  Without being too pushy and aggressive, our team of professionals will teach your staff how to achieve positive results.  Your clients are purchasing their products somewhere, so why not from you?​

MORLINaboutus
nicoleaaboutuss

Get To Know Our Office Staff

Jonathan Pena

Customer Service

Eleni Pineda

Marketing/Promotions

Raul Arce

Warehouse Management

Our Sales Representatives

Charisse Solomon

South Florida

Leslie Petersen

Tampa, St.Petersburg, Sarasota

Nancy Woods

Orlando