Sugar Waxing Could Be Your New Obsession

Sue Ismiel of Nad’s Weighs In On The Latest Hair Removal Trend

Nad’s is a hair removal product brand you may have come across walking down the personal care aisle at your local supermarket. BELLA sat down with Sue Ismiel, the Australian mother and entrepreneur behind the brand to learn how their first product was developed, and talk about the new Nad’s Sugar Wax, benefits of sugar for your skin, and more!

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You developed your first hair removal product with natural, non-toxic ingredients that everyone has in their kitchens. What was the inspiration behind it? How did you know which ingredients to use?

I purchased every hair removal product on the market and looked closely at the ingredients listed on the packaging of each one of them. I was searching for a safe and effective product with natural ingredients. I came to realize that everything on the market was made of harsh chemicals and hot waxes that would be very harmful to my young daughter’s skin. The only all-natural option I had was the recipe that had been passed down from generation to generation in our family. This sugar and lemon concoction had to be kneaded and softened in the palm of your hands, and then had to be applied on the skin with fingers. It was a messy and painful process, and my daughter ended up in tears each time we used it. So, I challenged myself to drastically improve this traditional formula. It needed to be much softer, and an overall cleaner experience without the fingers process. The consistency had to be just right so that the body heat would be the only heat required to melt the product. It was a lot of trial and error in my kitchen. I was like a mad scientist there for months, though without any scientific qualifications. I almost gave up each time, however, I was absolutely determined to perfect the formula and solve my beautiful daughter’s unwanted hair problem.

Your brand Nad’s is releasing a new sugar wax kit, coming soon to select retailers. What is the difference between a sugar wax product and your hair removal gels and creams?

The new Nad’s Sugar Wax has a completely natural formula, meaning that there are no added colors, perfumes, or any unnecessary chemicals; you could actually eat it if you wanted to. Besides our natural formula, the packaging is also biodegradable and environmentally friendly. Our hair removal creams work by dissolving the hair at the skin’s surface for quick and painless hair removal, while our gels and waxes, including our sugar wax, work to remove the hair by the root for longer lasting results. In our company-wide efforts to deliver natural and ethically produced products, we are excited to launch Nad’s Sugar Wax, the first of many 100% natural products to be added to our catalog in the near future—so stay tuned!


What are some of the benefits of using sugar on your skin?

Sugar can be a great exfoliator when used raw or mixed with honey, effectively removing dead skin cells from the body like a body scrub. When melted or turned into molasses, it serves as the main component in our Sugar Wax formula which helps grip onto the hairs for effective yet gentle hair removal at home. Surprisingly, sugar is also a natural humectant as it draws moisture from the environment and helps absorb it into the skin, leaving it fresh and smooth.

Do you have any tips for us about using Nad’s Natural Sugar Wax? Which body parts is it appropriate to use?

The Nad’s Natural Sugar Wax is perfect for total body hair removal, including the face! Its natural formula means that even people with sensitive skin can use it. You can remove body hair in legs, arms, underarms, and bikini line, as well as upper lip, chin, eyebrows and other delicate areas. You can rest assured you’ll only wax the parts you want to, since the sugar wax easily dissolves in water in case of any mistakes or wrong applications. Also, our cotton strips are reusable, meaning you can rinse them off in warm soapy water after you’re done and let them air dry to use again and again!

Is sugar wax right for everyone, across genders and hair types?

Absolutely. The Nad’s Sugar Wax is gentle yet effective on even coarse male body hair as well as fine thin body hair. All genders, skin types and hair types are welcome!

Where can our readers find Nad’s products?

In the US, Nad’s is available at top retailers and e-commerce sites nationwide, including Ulta,, Walgreens, Target and Rite Aid.

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