Lianna Albrizio, Assistant Editor05.01.24
Headquarters: Salt Lake City, UT
Established: 2022
Hero Products: The Adventurer Collection (shampoo, conditioner and body wash).
Sadie and Abby Bowler, Gen Z-aged sisters and founders of hair and personal care brand Sadie B, have respect for the middle-age male CEOs running beauty and personal care brands. But for their brand, authenticity means being made by the girls for the girls.
Sadie Bowler was 16 years old when she entertained the idea of creating a hair care brand catering to the active lifestyles of girls. She had years before discovered her love of hairstyling and toyed with the idea of following in her dad’s entrepreneurial footsteps by starting her own venture called “My Hair is My Canvas.” Inspired by a Pinterest post, she started an Instagram for styling girls’ hair for school dances. This eventually led to her being hired to coif entire wedding parties.
The sisters’ idea to start their own hair care brand was embraced with “overwhelming” support from family and friends.
And social media’s negative impact on young girls was another driving force in their decision to create an age-appropriate brand to bolster self-esteem.
“Being immersed in the beauty and personal care space at such a young age made it clear to me that the messages in the beauty industry telling me that I need to look a certain way to be considered good enough, were taking a toll on my mental health,” Sadie Bowler told Happi.
The sisters set out to build a vegan hair and personal care line that would cater to active lifestyles like their own so they and others could avoid sacrificing the health of their hair for their beloved outdoor activity or hairstyling rituals.
Sadie B launched in 2022 and in 18 months landed on the shelves of Target, thanks in part, to Cherie Hoeger, founder of Saalt period care, who helped the Bowlers find a broker at the retailer.
Sadie B has four core collections—the Go-Getter, Athlete, Adventurer and Creator. Each consists of a shampoo, conditioner and body wash that are formulated with ingredients to protect hair from the elements doing the most damage. These include sun, chlorine, ocean water, color, and heat styling tools. Consumers can take a hair quiz online to uncover which collection best corresponds with their specific needs.
“That’s a dream come true for me to be able to take care of myself and take care of my hair specifically and keep it healthy when I’m still enjoying the things I love to do,” said Abby Bowler.
Sadie B also makes body sprays with scents ranging from Berry Rose to Vanilla Mint.
The Salt Lake City, UT-based company, which is in the process of attaining B Corp certification, also prides itself on sustainability. Its bottles are 85% post-consumer recycled, according to the Bowlers.
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Established: 2022
Hero Products: The Adventurer Collection (shampoo, conditioner and body wash).
Sadie and Abby Bowler, Gen Z-aged sisters and founders of hair and personal care brand Sadie B, have respect for the middle-age male CEOs running beauty and personal care brands. But for their brand, authenticity means being made by the girls for the girls.
Sadie Bowler was 16 years old when she entertained the idea of creating a hair care brand catering to the active lifestyles of girls. She had years before discovered her love of hairstyling and toyed with the idea of following in her dad’s entrepreneurial footsteps by starting her own venture called “My Hair is My Canvas.” Inspired by a Pinterest post, she started an Instagram for styling girls’ hair for school dances. This eventually led to her being hired to coif entire wedding parties.
The sisters’ idea to start their own hair care brand was embraced with “overwhelming” support from family and friends.
Want more Indie Inc. Insights? Click here. We've got dozens of articles on how entrepreneurs succeed in the global household and personal products industry!
And social media’s negative impact on young girls was another driving force in their decision to create an age-appropriate brand to bolster self-esteem.
“Being immersed in the beauty and personal care space at such a young age made it clear to me that the messages in the beauty industry telling me that I need to look a certain way to be considered good enough, were taking a toll on my mental health,” Sadie Bowler told Happi.
Hair Products For Active Lifestyles
A competitive swimmer, Abby Bowler’s hours spent in chlorine-filled lap pools caused split ends. During trips to her hairdresser, she’d rebuff the idea of cutting to get her hair to look healthier.The sisters set out to build a vegan hair and personal care line that would cater to active lifestyles like their own so they and others could avoid sacrificing the health of their hair for their beloved outdoor activity or hairstyling rituals.
Sadie B launched in 2022 and in 18 months landed on the shelves of Target, thanks in part, to Cherie Hoeger, founder of Saalt period care, who helped the Bowlers find a broker at the retailer.
Sadie B has four core collections—the Go-Getter, Athlete, Adventurer and Creator. Each consists of a shampoo, conditioner and body wash that are formulated with ingredients to protect hair from the elements doing the most damage. These include sun, chlorine, ocean water, color, and heat styling tools. Consumers can take a hair quiz online to uncover which collection best corresponds with their specific needs.
“That’s a dream come true for me to be able to take care of myself and take care of my hair specifically and keep it healthy when I’m still enjoying the things I love to do,” said Abby Bowler.
Sadie B also makes body sprays with scents ranging from Berry Rose to Vanilla Mint.
The Salt Lake City, UT-based company, which is in the process of attaining B Corp certification, also prides itself on sustainability. Its bottles are 85% post-consumer recycled, according to the Bowlers.
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