Invented by Sue Ismiel Company Nad's Founder Sue Ismiel | Launch year 1992 (Trademark) Availability Yes Founded 1992 | |
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Nad's is an Australian trademark of internationally sold waxing hair removal products, although chemical depilatory, skin-care and other products are also sold under the name.
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Background and history
Nad's was developed and founded in 1992 by Australian businesswoman Sue Ismie. The original product is a tub of natural, green-coloured gel consisting of honey, molasses, sugar and lemon juice. Inspiration for the product came from her daughter's desire to remove the hair from her arms. A "concept" used by her mother and grandmother was "improved" by Ismiel herself, in order to reduce the pain of the waxing process on her daughter. The product took twelve months to develop. Ismiel notified her colleagues at her employment of the result, in which "people wanted me [Ismiel] to bring it in for them to take unwanted hair from their eyebrows and upper lips -- and everybody loved it".
The process of developing the gel was completed in a large pot, later to be undertaken in Ismiel's garage which she made into a factory. She received her own stall at a market in Flemington, New South Wales, New South Wales, and soon got stalls in local shopping centres throughout Australia. The product's commercial success came from an investment in a television advertising campaign, in which a call centre was developed to take the orders of the product.
Laser clinics
Nad's has six laser hair removal clinics across Sydney. On 6 July 2015, You by Sia has acquired all 6 Nad's Laser Clinics.
Commercial reception
In 1997, Ismiel received a cheque from Woolworths for $1 million. Five years following its release, British newspaper The Guardian revealed that Nad's was the best-selling personal care product in Australia with a turnover of $7 million. The Sydney Morning Herald named it as Australia's best-known hair remover.