Sue Ismiel & Daughters aims to develop innovative solutions to the specific needs of women and their families around the world by using the very best ingredients from sources as close to nature as possible, and investing in extensive research to ensure high quality products. Founded in 1992 by Sue Ismiel, a mother who turned to the ingredients from her kitchen to create an extremely effective natural, no heat, hair removal formula for her young daughter – Nad’s. Nad’s Natural Hair Removal Gel spread from Sue Ismiel’s family to friends, and then rapidly throughout Australia’s consumer market, winning awards and dominating its category. The phenomenal success of this one product provided a platform for Sue Ismiel & Daughters to expand the Nad's brand and develop additional brands across multiple categories, with worldwide distribution. Sue Ismiel & Daughters' portfolio also includes Nad's for Men, NitWits, Wyld and Frankly Eco.