Nad's: Australian mum exports idea from kitchen to the world

August 2017

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Australian-owned and grown, Nad’s emerged from humble beginnings to take on the world.

Determined to find a gentle hair removal solution for her young daughter, Sue Ismiel, entrepreneur and founder of Sue Ismiel & Daughters (SI&D), created the Nad’s hair removal product in her kitchen.

Since then, Nad’s has spread throughout the Australian consumer market, as well as earning a competitive position in markets around the world.

Following a successful Austrade health and beauty business mission to Asia in 2016, Nad’s teamed up with Korea’s largest health and beauty store, Olive Young, to distribute its hair removal product in Korea.

Two weeks after being introduced to the market, it became the second-best seller in its category. SI&D now hopes to continue to increase sales and growth in Korea and beyond.

SI&D Director, Sue Ismiel says: ‘As an Australian organisation, we are always looking for new opportunities and with 52 million people here in Korea, there’s a huge opportunity.

‘Koreans are big on fashion and how they look, so providing a product that can make you feel good and look amazing gives me pleasure to do business in this part of the world – this is a country that embraces the kind of look and feel that we operate in.’

The Korea-Australia Free Trade Agreement (KAFTA) has reduced tariffs on Nad’s products, helping grow its business in a new market.

‘The free trade agreement has enabled us to go to Korea and do business,’ says Ismiel. SI&D’s Global Sales Director - Distributors, Nick Kritharas, says KAFTA has also been beneficial in the Nad’s global movement.

‘We looked for countries that had free trade agreements with Australia because most of our products are manufactured here, and they have helped to make the whole process smoother.’

Reflecting on her experience, Sue Ismiel strongly encourages Australian businesses to start thinking about the benefits of exporting to other markets.

‘Korea, from a destination point of view, is very convenient to Australia, so I’d say yes, embrace the opportunity,’ she says. However, she recommends companies conduct thorough research beforehand.

‘Do your homework first. Make sure that your product is of the highest quality because you’ll be rejected otherwise, and that will waste your time,’ Ismiel says.

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