Walmart Start participant Sundae Body 'ignites joy' on store shelves

Lizzie Waley, Co-Founder of personal care brand Sundae Body, recently sat down with CosmeticsDesign to discuss the exciting journey of their brand. In this exclusive Q&A, she shares insights on the inspiration behind Sundae Body, the significance of being part of the Walmart Start program, and the unique attributes that set their products apart in the competitive personal care market.

CDU: Can you tell us more about how the idea for the brand came about and what inspired you to create it? 

Lizzie Waley (LW)​: When we launched the brand back in 2021, we set out to infuse a little more joy and fun into the bath and body world, which otherwise felt a little uninspiring. We were tired of our showering routine feeling like a 'have to' instead of a 'really want to’, so we wanted to create products that can bring moments of joy into everyday rituals.

Now more than ever, we are all investing in our self-care and daily beauty routines, and at Sundae, we believe the enjoyment should start from the minute you step INTO the shower – not after. 

The inspiration for this brand came from seeing an opportunity in the body wash category for innovation – there wasn’t a lot happening in the space with bar soap or shower gel being your only options, neither were particularly exciting so we saw an opportunity to bring aspiration and fun to the category. During the development process, we realized there were many other moments in our daily routines that were inherently mundane, particularly when it came to body care. If you have to do it every day, why shouldn’t you enjoy it?

CDU: Being selected as one of the brands for the Walmart Start accelerator program is a significant achievement. Could you share with us what it means for Sundae Body to be part of this initiative and how it will impact the brand's growth and visibility? 

LW​: We're so thrilled and honored to be a part of this program - this is a big moment for Sundae as Walmart, of course, is the largest retailer in the world. The visibility and reach they have all over the country means Sundae’s projected brand awareness and growth are looking boundless, as we’ve seen from last year's program alumni. 

Being part of the Walmart Start Program has given us incredible opportunities to connect and work closely with the Walmart team to ensure we succeed on-shelf. It’s been incredible to have them believe and support our brand. 

CDU: Sundae Body emphasizes cruelty-free and vegan products, free from various harmful substances. What drove the decision to prioritize these aspects, and how do you ensure the quality and effectiveness of your products while maintaining these standards? 

LW​: Being cruelty-free, vegan and free from anything harmful was a non-negotiable for us. I think the industry has really evolved from these claims being a niche preference to an essential expectation, and that’s exactly how we formulate our products. All our products are EU compliant and they each go through the most stringent testing available globally to ensure that ingredients are safe.

There have been so many advances in cosmetic and personal care science that have enabled brands of today to develop effective, high-performance formulations that don’t require the use of toxic ingredients. Our commitment to safety, transparency and safe ingredients means that anyone can enjoy our products, from children to those with sensitive skin. 

CDU: The inclusion of Australian Kakadu Plum and Australian finger lime as key ingredients in your product line is intriguing. Can you elaborate on the benefits of these ingredients and why you chose to incorporate them into your formulations? 

LW​: We chose to include Kakadu Plum and Finger Lime because they have incredible natural properties for our skin. Kakadu Plum is one of the most potent natural sources of Vitamin C, making it one of the most effective ingredients for brightening skin complexion and protecting against premature aging, while Finger Lime is a natural source of AHAs which induces gentle skin exfoliation for a smoother, brighter and more even skin tone.

The inclusion of these extracts is a nod to our Aussie roots by using and sustainably sourcing both ingredients within Australia. 

CDU: The whipped foam texture of Sundae Body products is a unique feature. Could you explain how this formulation differs from traditional shower gels or bars of soap, and what advantages it offers in terms of cleansing and skin care? 

LW​: Unlike a traditional shower gel, cream or bar of soap, Sundae Body proudly identifies as a shower foam, meaning our products contain all the soothing and cleansing properties of a body wash – whipped into a luxurious, frosting-like foam. One of the many advantages of our foamy formulation is that they froth and lather straight onto our bodies without the need for harsh lathering and rubbing.

The foam texture also allows the skin to absorb the goodness more readily giving you a deeper more intense clean. 

CDU: With the increasing emphasis on skincare among Gen-Z and Alpha consumers, how does Sundae Body cater to the preferences and needs of this demographic, both in terms of product offerings and marketing strategies? 

LW​: With Instagram and TikTok 'GRWM' videos at the ready, Gen-Z and Alpha consumers are inundated with new beauty trends and in-depth skincare routines 24/7. While retinol and eye tightening creams can wait, Sundae Body can be enjoyed at any age - our gentle products are great for rapidly developing and acne-prone skin (our shower foams with AHA are great for body acne!). 

Our entire brand purpose is about igniting joy, so when it comes to our marketing strategy, this is no different. We want to ensure we are delivering a memorable experience across every touchpoint with our audience, and that each touchpoint sparks joy, whether it’s the shipper box that our online orders are delivered in or the content that we create for social media.

This strategy is particularly aligned with the Gen-Z and Alpha consumer who place a high value on experiences with brands that go beyond mere transactions, and where the quality of engagement and shared values are as important as the items being purchased. 

CDU: Launching in 1,800 Walmart locations nationwide is a significant milestone. What considerations went into choosing Walmart as a retail partner, and how do you plan to leverage this exposure to reach a wider audience? 

LW​: When it comes to working with retail partners, Walmart was one of the first partners we had hoped to work with. Walmart offers a huge amount of reach and visibility which can really be a gamechanger for a growing brand.

When we were approached to be part of their coveted Walmart Start Program, we jumped at the opportunity as with this, comes incredible opportunities to gain access to various resources that really help to set us up for success. It’s been a dream come true to have them believe and support our brand.

Whilst being on the shelves of Walmart helps us to capture attention, it’s our job to now convert that attention to a community by creating memorable experiences and delivering on our promise of igniting joy. 

CDU: Looking ahead, what are your goals and aspirations for Sundae Body, and how do you envision the brand evolving in the future? 

LW​: We want to be the most loved and frequently used body care brand, so we’re really focused on expanding our footprint globally. We are now in over 4,500 doors across Australia, NZ, UK and now the USA, so we want to keep the momentum going – we have some exciting opportunities in the USA that we are working on for this year, so stay tuned because there is so much more to come.