Nad's

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. The brand is also responsible for Nad's Laser Clinic with six locations across Sydney, Australia.

Background and history

Nad's was developed and founded in 1992 by Australian businesswoman Sue Ismiel.^[1] 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.^[1] 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.^[1] The product took twelve months to develop.^[1] 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".^[1]

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.^[1] She received her own stall at a market in Flemington, 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.^[1]

Products

Nad's products include:

1. "Nad's Natural Hair Removal Gel Wax"

• 100% natural sensitive formula
• Washable and reusable cotton strips
• No heat gel wax
• Available as Nad's Natural Hair Removal Gel Wax Kit in the US.

2. "Nad's Facial Wand Eyebrow Shaper"

• Use on eyebrows, chin and upper lip
• Slim-tip precision applicator
• 100% natural, no heat formula, washes away with water

3. "Nad's Body Wax Strips"

• No mess, no fuss, use it anywhere, anytime
• Soft, flexible strip to conform to your body
• Removes hair as short as 2 mm
• 3 different wax strips available for normal skin, sensitive skin and dry skin

4. "Nad's Bikini & Underarm Wax Strips"

• No mess, no fuss, use it anywhere, anytime
• 2 strip sizes for the underarms & bikini areas
• Designed for sensitive areas

5. "Nad's Facial Wax Strips"

• No mess, no fuss, use it anywhere, anytime
• Hypoallergenic and fragrance-free
• For delicate areas including face, chin and upper lip

6. "Nad's Brazilian and Bikini Wax"

• Sensitive hard wax; no strips required
• 4 cheeky bikini templates
• DIY Brazilian at home

7. "Nad's Natural Warm Wax"

• 100% natural all over body wax
• Dermatologically tested and hypoallergenic
• Great for sensitive skin

8. "Nad's Hair Removal Crème"

• Built-in exfoliating sponge
• Fast-action formula; effective in 4 minutes
• Pain-free sensitive skin formula

9. "Nad's Facial Hair Removal Creme"

• Ideal for cheeks, upper lip, chin
• Angled tip for easy application
• Fast-action formula; effective in 4 minutes

10. "Nad's Ingrow Solution"

• Releases ingrown hairs
• Helps eliminate inflation and bumps caused by waxing or shaving
• Reduces redness & calms skin

11. "Nad's Nose Wax"

• Ideal for unsightly nose hair
• Also cleanses pores on the nose surface
• Quick, easy and effective

Laser clinics

Nad's has six laser hair removal clinics across Sydney, located at Wynyard, Parramatta, Burwood,Castle Hill, Westfield Warringah Mall and Bondi Junction. ^[2] On 6th July 2015, You by Sia has acquired all 6 Nad's Laser Clinics. ^[3]

Commercial reception

In 1997, Ismiel received a cheque from Woolworths for $1 million.^[1] 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.^[4] The Sydney Morning Herald named it as Australia's best-known hair remover.^[5]

References