Redefining Personal Care for Gen Z Girls

A University of Utah student startup powered by girls, SadieB Personal Care recently launched eight hair shampoos and conditioners in 507 Target stores and the Target website.

Co-founder and CEO Sadie Bowler is pursuing a marketing degree at the University of Utah’s David Eccles School of Business. She began working on SadieB with her sister Abby when she was a junior in high school when her passion for hair merged with a growing consciousness of the damage being done by the messaging in the beauty industry. During her freshman year of college, she launched the company with 16 products — including shampoos, conditioners, body washes and body sprays — with support from the Lassonde Entrepreneur Institute.

“Having our products in Target feels unreal,” Bowler said. “This is exactly what our vision was, and the fact that it happened so quickly is blowing our minds. We hope that we can show girls that they are capable of anything and that lifting up women is so powerful. That is evident through our story, and we are thrilled to have our product and message so accessible to girls.”

Bowler hopes that SadieB will become the number one personal care brand for girls. She also wants to make a real difference in the mental health crisis girls are facing by providing resources and actionable steps for preventative mental health care.

“Every day, I have to consciously decide to be kind to myself, let myself make mistakes, learn quickly, and take care of my mental hygiene,” Bowler said. “I need the SadieB message just as much as any other girl.”

More articles like this in ‘Student Innovation @ the U!’

Find this article and a lot more in the 2024 “Student Innovation @ the U” report. The publication is presented by the Lassonde Entrepreneur Institute to celebrate student innovators, change-makers, and entrepreneurs.

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About the Author:

Despina Giannopoulos Despina is the marketing coordinator at the Lassonde Entrepreneur Institute. She grew up in Salt Lake City and has a B.S. in communications from the University of Utah.

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