Founded in September 2020 by Aliyah Marandiz in Austin, Texas, Sugardoh offers an eco-conscious approach to at-home hair removal. The company produces all-natural, compostable sugaring paste that gently removes hair while providing skin exfoliation benefits.
Marandiz’s journey to creating Sugardoh stems from personal experience. As someone with coarse hair, darker complexion, and sensitive skin, she found existing hair removal options often prioritized hair removal effectiveness over skin health. After discovering sugaring, an ancient Egyptian hair removal method, she began making her own sugar wax in her kitchen.
Her professional background uniquely prepared her for entrepreneurship. With degrees in Sociology and Studio Art from Santa Clara University, Marandiz worked in the tech industry focusing on emerging technology brands. She later developed expertise in sustainable, bio-based materials. This combination of skills – along with experience in freelance design and marketing – provided the foundation for launching Sugardoh.
The company offers two main product consistencies: a firm formula designed for beginners and suitable for all body parts, and a medium consistency optimal for finer hair types. The product line includes reusable cloth strips, applicators, pre-sugaring body powder, and post-sugaring calming serum. The sugaring paste works effectively on various hair types and areas, including facial hair, pubic hair, underarms, legs, and arms.
Sugardoh emphasizes education and accessibility in its business model. The company has created comprehensive online guides for at-home sugaring, helping customers learn proper techniques from their homes. This focus on education has contributed to their social media success, with the company achieving viral TikTok content monthly since launch.
Environmental responsibility forms a core part of the company’s mission. All Sugardoh products are compostable, offering an alternative to traditional hair removal methods that often generate significant waste. This commitment to sustainability aligns with Marandiz’s goal of addressing environmental concerns through business practices.
The company’s growth has been supported by organic social marketing and community building, particularly during the pandemic when many consumers sought at-home grooming solutions. Through these efforts, Sugardoh has established itself as a hair removal option that considers both skin health and environmental impact.
