Her Story

In the early 90s, Sue Ismiel was a married mother of three young daughters working as a medical records keeper in a Sydney hospital in Australia.

In her mission to find a hair removal product suitable for her daughter’s sensitive skin, Sue was determined to develop her own natural product, based on natural ingredients. After a year of experimenting with what she had on her kitchen shelves, she came upon a formula that finally worked – the result, a pleasantly scented green goo containing lemon juice, sugar and water among other ingredients.

Naming the product Nad’s Natural Hair Removal Gel after her oldest daughter Nadine, Sue shared it with her immediate neighbourhood, and before she knew it, her green-goo wonder formula became the most popular natural hair removal product in Sydney, and then in Australia. Nad’s enjoyed great success around the world – especially in the UK, Ireland, New Zealand, Canada and in the United States where it still maintains a loyal following among consumers who have come to know the product as ‘Aussie Nad’s’.

Sue was recognised as the Entrepreneur of the Year in 2002 and was also awarded the Bulletin’s Business Star of the Year Award that same year. In 2005, she even held the Guiness World Record for waxing thirty-two pair of legs in one hour.

As a successful businesswoman, Sue is also a passionate philanthropist. Aside from her active involvement with many children’s charities, Sue donated hundreds of thousands of dollars to the Jean Hail Foundation to fund an important world-first study known as the Sue Ismiel International Study into Women’s Health and Hormones, published in 2005.

Strategies for Success

  1. Have a big goal and clear vision, with small goals in between -“ Identify where you are and where you want to be. Feel the sense of achievement every time you reach these small goals.
  2. Get started today, even if it is in a small way – It is a slightly bigger step tomorrow, then it becomes a habit. Before you know it, you are on your way to success.
  3. Prioritise your values in life – Growing everyday as a person is very important. Then, of course, is the financial success, to know that your efforts have been rewarded.
  4. Peace of mind – Go to bed every night knowing that you have not harmed anyone, and that you’ve lived a life of giving and integrity.
  5. Invest wisely and follow your blueprint.