How a Teen Co-Founded a Natural Hair Removal Brand: Celebrating Amelie’s 14th Birthday at It’s Sugar!
At just 14 years old, Amelie has already done something most teens haven’t even thought about—helping co-create a natural, sustainable beauty brand.
Her days are filled with school, friends, snacks, dance and skincare but she’s also played a huge role in building It’s Sugar!, a UK-based hair removal brand made for teens, by teens.
This week, we’re celebrating Amelie’s 14th birthday—and how she’s helped bring our sugar paste to life 🍬
How It’s Sugar! Started: A Mum and Daughter Story
Our brand began in the most relatable way—two people, frustrated with constant shaving, unwanted body hair; chemical-laden creams, painful wax, searching for a better way. Sarah (mum and founder) had struggled for years with skin irritation from hair removal. Amelie, then just starting her own journey with body hair, asked the kind of question only a teen could: “Let’s just make our own, but better?”
Spoiler: we did.
Together, we researched, tested, and built It’s Sugar! from the ground up—with zero plastic razors, zero pressure to be hairless, and zero irritation. We are still a tiny dot but already we’ve helped improve lives. 🍬
What Makes It’s Sugar! Different
At-home hair removal should be easy, effective, and actually kind to your skin. That’s why our sugar paste is: Made from just sugar, water, glycerin, lemon & mica. Vegan, cruelty-free, and 100% biodegradable.
Designed for sensitive skin (no stinging, no chemicals to clean skin after) Cute enough to sit on your shelf—seriously, it’s as pink as it could be
We created products that feel fun, not stressful. Our Sugar Fix Kit is beginner-friendly, mess-friendly, and totally confidence-boosting. You just need to practice.
Built for Gen Z: Skin-Friendly, Eco-Friendly, and Teen-Approved
Our mission?
To make sugaring the go-to hair removal choice for a new generation—especially for girls and teens who are just starting out. It’s Sugar! is more than a brand. It’s a community. We want teens to feel free to choose what’s right for them, without pressure or harsh chemicals.
Plus, by replacing razors, wax strips and throwaway creams with a reusable, biodegradable alternative, we’re cutting down on beauty waste—one sugar strip at a time and we’re passionate about that. 🌏🚫🪒
🎂 Birthday Reflections: From Kitchen Table to Real Customers
This year, Amelie turns 14. And while we’re celebrating with cake, crisps, and s’mores (obviously), we’re also celebrating how far she’s helped take this brand. From testing the early formulas, choosing the shades, naming our Dragonfruit Pink Sugar Paste, to helping create the vibe, Amelie’s fingerprints are all over It’s Sugar!
She’s a teen co-founder, brand muse, product tester, and all-round icon in the making (GOAT) but also a teen girl with all the life challenges faced everyday by millions of teenagers. And this birthday? It’s just the beginning. 💕
Want to Be Part of the Story?
Whether you’re a mum looking for something gentler for your daughter or yourself? Or a teen tired of shaving and bumps, you’re in the right place.
Join our community, try our Sugar Fix Kit, and follow our journey. We want your help. We’re not just building a brand. We’re rewriting the way hair removal feels—for good.
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