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Shopify Masters
Transforming Ancient Beauty Rituals into Modern Success
Jan 28, 2025
Aliyah Marandiz, Founder of Sugardoh, discusses her journey from making sugaring products in her dorm room to having them in over 300 Ulta Beauty stores. She shares the challenges of scaling artisanal beauty products, navigating manufacturing hurdles, and the importance of community support. Aliyah emphasizes the shift from traditional marketing to authentic storytelling, especially through platforms like TikTok. Her reflections on the Shark Tank experience reveal the power of genuine connections and the role they play in building a successful brand.
40:22
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Quick takeaways
- Aliyah Marandiz transformed an ancient hair removal method into a modern, accessible product by addressing consumer needs and sensitivities.
- The growth of Sugar Dough relied heavily on community support and authentic storytelling, fostering loyalty and clarity among team members.
Deep dives
Transforming Personal Needs into Consumer Products
The founder of Sugar Dough discovered the ancient hair removal method of sugaring from her Iranian grandmother and popular DIY YouTube videos. This method, which has existed since Cleopatra's time, was not consumer-friendly in the U.S. where it was primarily limited to salons or messy DIY attempts at home. Recognizing a significant opportunity for a product that bridges the gap between professional and DIY sugaring, she created Sugar Dough to cater to individuals with sensitive skin and coarse hair, making this traditional method more accessible.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode