Nads Hair

What Nads Hair does

Nad's Hair Removal is an Australian-headquartered, family-owned consumer packaged goods company that develops and distributes at-home hair removal products. Founded in 1992 by Sue Ismiel after she formulated a sugar- and molasses-based depilatory for her daughter Natalie's sensitive skin, the company has expanded the original recipe into a portfolio of more than 35 SKUs spanning wax strips, depilatory gels and creams, and complete hair removal kits. Its core technical differentiator is a body-heat activation system that allows wax products to be used without external heating, simplifying at-home application.

The company sells through mass-market and drugstore retailers including Walmart, Target, Ulta, Chemist Warehouse, Woolworths, and Coles, and operates dedicated e-commerce channels through its own website and Amazon storefronts in multiple countries. Distribution currently spans Australia, the United States, the United Kingdom, New Zealand, and continental Europe, supported by operational offices in Austin, Texas and Bury St Edmunds, UK. The brand is PETA-certified cruelty-free and is positioned as a 100% woman- and family-owned business, with the founder's daughter Natalie serving as Brand Ambassador/Brand Manager.

Commercially, Nad's operates a conventional CPG unit-sales model with products priced in the $10-20 range. It competes in the global at-home hair removal category against multinationals including Reckitt (Veet), P&G, Unilever, and Sally Hansen, and has been identified as a key player in the $1.68 billion global hair removal spray market (2024). The 2024 launch of the Nad's for Men sub-brand represents a customer-segment expansion within the existing category rather than a category pivot.

Name

Nads Hair

Legal name

SI&D (Aust) Pty Ltd

Website

https://nads.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Nad's Hair Removal is an Australian, family-owned consumer products company that formulates and distributes at-home hair removal products (wax strips, gels, depilatory creams) across Australia, the US, UK, NZ, and Europe via mass-market retailers and direct e-commerce. Founded in 1992 by Sue Ismiel.

Ownership category

akta.pro rank

Product category

Consumer Personal Care / Hair Removal

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Waxing & Depilatory Professional Products (CRABALAH)

akta.pro secondary industries

Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF), Intimate & Below-the-Belt Grooming (Trimmers, Washes, Powders) (CRABAGAI)

Keywords

• Depilatory products
• At-home waxing
• Hair removal creams
• Wax strips
• Men's grooming

Headquarters

HQ city

Garden Grove

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Consumer Hair Removal Products: One-time purchase model for at-home hair removal products including wax strips, wax kits, depilatory creams, and accessories. Products sold through retail and e-commerce channels with no subscription required.
2. Men's Grooming Line: Dedicated product line for men (Nad's for Men) including body wax strips, hair removal creams, and nose wax, sold through same retail channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels11 records

Marketing channels7 records

Core offering

Nads Hair designs, manufactures, and sells a consumer-focused range of at-home hair removal products. The core product lines span pre-waxed wax strips, depilatory (hair removal) creams, no-heat gel wax kits for body and facial areas, and a separately positioned men's grooming line. Products are sold under the company's own brand through retail and brand-owned e-commerce channels.

Product overview

Nad's Hair Removal is a comprehensive portfolio of at-home hair removal products for women and men, organized across three core ranges: the Original/Gel range (no-heat wax gels, wax kits, and strips), the Natural range (sugar-based, chemical-free, and eco-friendly products), and the Men's range (body wax strips, depilatory creams, and nose wax). The product lineup includes ready-to-use pre-prepared wax strips (facial, body, sensitive skin, and scented variants), no-heat body gels (Natural Hair Removal Gel and Original Gel Kit), depilatory/cream formulations (facial, body, and sensitive skin creams), Brazilian and bikini wax kits, eyebrow shaping tools (Precision Eyebrow Wax Wand, Sensitive Eyebrow Wax Strips, Natural Eyebrow Wax Wand), specialty products (Down Under intimate-area cream, Nose Wax with SafeTip applicator for blackhead removal), and aftercare solutions (Soothing Ingrow Solution for ingrown hairs, Premium Cotton Strips, Post Calming Oil Wipes). The brand emphasizes natural ingredients (molasses, sugar, lemon, honey), cruelty-free testing (human skin, not animals), hypoallergenic formulations, reusable/washable applicators, and eco-friendly packaging across its range.

Differentiator

Problem solved

Functional benefit

Brands

• Nad's for Men: Dedicated men's hair removal product line including body wax strips, hair removal creams, and nose wax products specifically formulated for male grooming needs.

Products and services

• Nad's Wax Strips Pre-waxed, ready-to-use wax strips formulated for at-home body hair removal; targeted at adult consumers seeking a salon-style result without professional appointments.
• Nad's Hair Removal Cream Topical depilatory cream that dissolves body hair at the skin surface for at-home hair removal; positioned for adult consumers seeking a quick, no-tools application.
• Nad's No-Heat Gel Wax Kit At-home gel wax kit for body and intimate-area hair removal that does not require a separate heater; targeted at consumers wanting a salon-like wax application at home without specialized equipment.
• Nad's for Men A separately positioned men's grooming line covering hair removal and depilatory products formulated/branded for male users; targeted at adult men seeking at-home grooming solutions.

Quantifiable outcome

• Hair-free skin lasting 4-6 weeks
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Girls in the GamecoreStrategic or Co-development Partner · 1 November 2018Nad's and Sue Ismiel & Daughters are corporate sponsors of Girls in the Game, a non-profit organization that empowers girls and teens to achieve success in education and careers through health and teamwork initiatives. Nad's participated in the Cook-Off for a Cause event in Baltimore, MD in November 2018, sponsored one After School site for the 2018-2019 school year, and was a presenting sponsor of the 2019 Girls in The Game Field of Dreams Gala. This partnership aligns with the company's commitment to empowering women and the next generation of women.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• European Wax Center: European Wax Center is a US-based professional waxing services franchise. Indirectly comparable as it occupies the opposite end of the same hair removal value chain — while Nad's sells at-home DIY products, EWC sells professional services — competing for the same end consumer's hair removal budget.

Emerging players

• Billie: Billie (owned by Procter & Gamble) is a digitally-native women's body brand with razor and body hair removal offerings. Targets the same modern female consumer as Nad's with a comparable mid-premium positioning and direct-to-consumer go-to-market motion.
• Flamingo: Flamingo is a digitally-native women's body care brand (owned by Harry's) offering razors, wax strips, and hair removal products with a modern, design-forward brand identity. Competes with Nad's for the same digitally-engaged female consumer, particularly via DTC and Amazon channels.

Direct peers

• Nair: Nair (owned by Church & Dwight) is one of the largest depilatory cream and wax strip brands in North America, directly overlapping with Nad's on depilatory creams and ready-to-use wax strips for face and body. Comparable consumer value proposition and retail positioning.
• Veet: Veet (owned by Reckitt Benckiser) is the global market leader in at-home depilatory and wax products, directly competing with Nad's across wax strips, depilatory creams, and gels for women and men. Same product category, same retail channels, same target consumer.
• GiGi: GiGi (American International Industries) is a long-established wax and depilatory brand selling wax strips, hard wax, and pre-wax products primarily through beauty supply and professional channels. Directly comparable to Nad's on wax-based hair removal products with strong brand recognition.
• Sally Hansen: Sally Hansen (owned by Coty) sells a dedicated line of at-home wax and depilatory products alongside its broader nail and beauty portfolio. Directly competes with Nad's in mass and pharmacy retail channels (Walmart, Target, Ulta, drugstores) on depilatory creams and wax strips.
• Moom: Moom is a direct-to-consumer natural sugar-based hair removal brand with a similar positioning to Nad's Natural range — emphasizing chemical-free, kitchen-ingredient formulations. Same target consumer and product philosophy with comparable pricing points.

Broad incumbents

• Olay: Olay (Procter & Gamble) is a major mass-market body and skincare brand with select depilatory-adjacent products. Operates at scale across the same mass and pharmacy retail channels as Nad's, representing broader competition for the same consumer wallet and shelf space.
• SoftSheen-Carson: SoftSheen-Carson (owned by L'Oréal) is a broader multicultural beauty brand offering hair removal products alongside haircare, skin, and styling. While a wider portfolio player, its depilatory and wax offerings overlap with Nad's product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nads
• Facebookfacebook.com/nads
• Instagraminstagram.com/nadswax
• LinkedInlinkedin.com/company/aussie-nads-us-corp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nads Hair