Beauty, Health & Wellness
|Press Contact||Adriana Apodaca|
Nad's has been supporting self-care since 1992 by creating the most user-friendly and effective at-home hair removal solutions, so everyone with unwanted hair can feel and be their best. Nad's products aim to elevate the experience of at-home hair removal by offering consumers innovative products that are easy to use, gentle on skin and highly effective. It's product portfolio includes Waxing Kits, Wax Strips, Depilatory Creams and Post-wax care.
Nad's is committed to finding more sustainable solutions for the production of its products and the delivery of those products to customers via travel and packaging. Nad's is PETA certified and forever and always cruelty-free.
Nad's was founded in Australia in 1992, by Sue Ismiel, a mother who could not find a hair removal solution that was suitable for sensitive skin to use on her 13 year-old daughter, Nad. Sue turned to the ingredients in her kitchen to create an extremely effective natural, no-heat, hair removal formula.
Nad’s Original Hair Removal Gel spread from Sue’s family to friends, and then rapidly throughout Australia’s consumer market, winning awards and dominating its category. In 1998 the product entered the U.S. market via a popular infomercial, climbing from Top 100 product to Number 1 in its category within a year. The phenomenal success of Nad’s Original Hair Removal Gel provided a platform for the brand to expand and develop more at-home hair removal solutions using the very best ingredients from sources as close to nature as possible.
Nad's products are now also sold in the UK, New Zealand, Germany and France.
Natalie is the face of Nad’s along, acting as the brand's Brand Ambassador and Brand Manager. It was her sensitive skin that inspired the creation of Nad’s as a 13-year old. Today, Nat brings over 20 years of marketing experience to the business and has served as the demonstrating force of their products at pop-up shops and trade shows. She genuinely enjoys connecting with consumers and is proud to have waxed thousands of brows (and other body parts) over the years as she chats about all-things hair removal. Nat is a glass-half-full kind of girl, a dedicated team player and isn’t shy about balancing it with self-care—yoga and spa massages are her indulgence.
Sue Ismiel is a passionate entrepreneur and the creator of Nad's hair removal products. Nad's began in Sue's kitchen 30 years ago when, determined to find a gentle hair removal solution for her young daughter, she created the original Nad's Original Hair Removal Gel.
Sue Ismiel is now the Founder and Owner of Sue Ismiel & Daughters, where she is actively involed in operations alongside her three daughters. Her company has grown to include other brands, including Nad's for Men and NitWits head lice control products.
Ismiel is recognised as one of Australia’s most successful businesswomen and dedicated philanthropists. She has won accolades from the Ernst & Young Entrepreneur of the Year in 2002, InStyle Woman of Style award in 2013 and was nominated for NSW Business Woman of the Year in 2020.