You know Sundae from the whipped-cream-can body wash that took over supermarket shelves. Behind the brand is founder Lizzie Binks, who's built the business into a brand stocked in more than 10,000 stores across 14 countries. And all that in just six years.
In this episode of The Edit, Lizzie chats to Home Beautiful Editor-in-Chief Elle Lovelock about the COVID-era supermarket trip that sparked the idea for Sundae, the moment she had to bet everything on the business before the website had even launched, and how ‘joy’ became more than just a brand tagline.
Plus, Lizzie takes us inside her colour-filled, water-view home, explains scent stacking, and reveals the surprisingly low-key ritual, involving a pair of gumboots, that bookends every single day.
This episode covers:
Growing up between Melbourne, Sydney and Singapore
The COVID-era supermarket aisle that sparked Sundae
Turning a side hustle into a full-time business overnight
Being risk-averse and betting everything on Woolworths and Priceline
Life before Sundae: Disney, TikTok and the media buying world
Time blocking, context switching and running a business across 14 countries
Scent stacking, and how Sundae's rainbow of scents came to be
Her love of baking (and that infamous Women's Weekly duck cake)
Otis the Groodle, and the two dog park visits that bookend her day
What makes her house a home
You can find Sundae on Instagram here & Lizzie here
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