Lizzie Waley, is the face of Sundae, a physique wash firm that goals to inject some enjoyable into bathe time
The entrepreneur who created a preferred whipped cream-style physique was outed a yr after his dessert-themed merchandise hit cabinets and gross sales skyrocketed.
For 12 months, Lizzie Waley, from Melbourne, politely refused to be publicly linked to her enterprise, Sundae.
“I wished the product to talk for itself and I am a little bit of a silent director, I prefer to hold issues within the background,” the 30-year-old informed FEMAIL.
“Solely my shut circle of mates and rapid household knew about it,” she laughed.
However “being uncovered” feels good, she admitted, as a result of she now has the flexibility to attach with the women and men who cannot get sufficient of her quirky vary.
“I’ve had fairly a number of actually good DMs since I used to be satisfied to ‘come out’ because the face of Sundae, it is very nice to be acknowledged,” she admitted.
Lizzie began the enterprise a yr in the past, however wished to remain away and let her merchandise stand on their very own – which they’ve
The 30-year-old began the enterprise along with her finest mates Andrew Simmonds, 36, a resort employee, after agreeing bathe time was only a mundane chore.
Lizzie has at all times dreamed of beginning a enterprise along with her finest good friend Andrew Simmonds, 36, who’s a silent companion within the enterprise, primarily coping with enterprise and finance.
“We have been tossing round concepts for years – and it at all times got here again to Sundae,” she mentioned.
“We would reminisce about how good tub time was as youngsters, and the way someplace alongside the road it become a chore, and also you’d wish to spend as little time as attainable below the bathe,” she defined.
Therefore the theme of whipped cream, a dessert that has received the hearts of its loyal prospects “internal kids”.
“We determined it was time somebody injected some enjoyable into physique care – turning an earthly second right into a joyful one,” she defined.
The physique wash field resembles a field of whipped cream, right down to the lid that requires a customized instrument machine to supply.
Aerosol know-how means the physique wash comes out of the field wanting like cream.
The truth is, it is so life like that there is been some confusion.
Solely Lizzie’s closest family and friends knew she was the co-founder of the corporate which struck main offers with Priceline and Woolworths even earlier than it launched.
“A Woolworths retailer by chance stocked us within the fridge aisle, and a few prospects requested if it was edible.
“It isn’t, effectively, I imply nothing in it would damage you in case you eat it, nevertheless it would not be superb,” she laughed.
The aim of the product can be to look good within the rest room – to have a physique wash you might be proud to flaunt.
“We really reverse engineered all of our merchandise,” she mentioned.
“We began with the theme of cans and cream, then we selected the colours we would have liked within the assortment earlier than we got here up with the flavors.
“Every new taste began with a can colour, one thing we thought was lacking from the lineup,” she mentioned.
Lizzie anticipated to have the ability to run Sundae as a aspect enterprise – she beloved her job in advertising and marketing and did not wish to give it up – however even earlier than her model launched, she realized it might be unattainable to make the of them.
“Earlier than we launched, we have been already at Woolworths and Priceline, so unexpectedly we had an order for 55,000 cans earlier than our web site was stay.
“I spotted it wasn’t going to be a aspect interest and I did not wish to limit its development, it was all occurring so naturally,” she mentioned.
So, after working within the firm within the evenings for 18 months, she gave up her day job.
A yr later, she has no regrets and eventually feels assured to be the face of Sundae.
“I even eliminated my Instagram from privateness and put Sundae in my bio,” she mentioned.
So as to add the response from mates outdoors of his most sacred circle was unbelievable.
“So many individuals have messaged me saying they’re utilizing it,” she mentioned. “They have been shocked it was mine.”
Earlier than that, some had found him by phrase of mouth, or by his entourage.
“I wasn’t maintaining it a secret, I wasn’t telling anybody,” she mentioned.
“However when individuals requested me what I did at dinner events, my mates would soar in and inform them about Sundae.”
The entrepreneur mentioned her shut mates would fortunately brag about her and her relationship with Sundae – as she ready to ‘get issues performed’ within the background
Australian Crawl guitarist Simon Binks is one in all Lizzie’s greatest followers – and could not be extra proud to be her dad
In the meantime, Lizzie’s finest supporter, her mom, has grow to be a professional at checking her grocery store aisles, by no means failing to inform her daughter which flavors are promoting effectively and which are not.
“After we first went to Woolworths it was with out extra subdued colours,” she mentioned.
“We have discovered that folks have a tendency to decide on their flavors based mostly on colour, so the brightest, most vibrant flavors like Cherry On High are our prime sellers.”
Flavors reversed – after Lizzie first designed the field and vary colours
Woolworths and Priceline wish to increase their product strains as Sundae continues to increase.
Their latest taste, Inexperienced Tea, is already proving extremely popular with their most loyal prospects who’re enthusiastic concerning the inclusion of AHAs which act as an exfoliant.
The entire vary is seen on the Sundae web site. The corporate is increasing into the UK and America markets, having made a really colourful splash in Australia.