Sue Ismiel

Sue Ismiel (born June 10, 1958) is an Australian businesswoman and entrepreneur of Assyrian descent. She is the founder of Nad's, a multi-million dollar hair removal and beauty company based in Sydney. According to The Guardian, it is Australia's best-selling personal hair-care product with a turnover of $7 million.

Early life

Ismiel was born in Syria in 1958, although she arrived in Australia during the 1970s. Prior to creating Nad's, Ismiel worked as a receptionist.

Career

1992-2005: Nad's

According to Ismiel, Nad's was formed by combining natural ingredients stored in her kitchen. The ingredients consist of honey, molasses, lemon, fructose and vinegar, and the formula is based upon an old family mixture.

In the 1990s, after just some initial success of stalls at a Flemington market, the franchise was introduced to local shopping centres, followed by expansions throughout the country. In 1997, Ismiel received a cheque from Woolworths for approximately $1 million.

2005-present: International success

In 2005, Nad's expanded its brand with the introduction of their products in the United States, Britain, Canada. New Zealand and parts of the Middle East.