Sundae Body founder Lizzie Waley has shared the strategies behind her brand's viral success, which has amassed over 9.7 million views on TikTok. The Melbourne-based beauty company has disrupted the Australian body care market with its foam whip products, now available at Woolworths and Priceline.
Waley identified a gap in the market, noting that while body wash products were effective, they lacked emotional appeal. 'I wanted to take something mundane and turn it into a moment people actually looked forward to,' she told 7You. This focus on joy and gifting has driven the brand's rapid growth.
Managing supply and demand has been a key challenge. Waley emphasizes the importance of building close relationships with manufacturers and suppliers. 'We run a rolling 12 month forecast built around demand, supplier lead times, capacity constraints and inventory targets,' she said, adding that flexibility in the supply chain allows quick re-forecasting when needed.
The brand has also faced challenges from dupe culture and trend cycles. Waley views copies as a compliment, stating, 'The fact that others are entering the space just reinforces why we existed in the first place, that the category needed disruption.' She advises staying true to the brand's 'why' to avoid chasing every trend and instead build a connected community.
With over 127,000 Instagram followers, Sundae Body continues to grow by prioritizing the human experience of self-care. Waley attributes the brand's success to clear communication with manufacturers and a loyal customer base that values quality ingredients and joyful products.
