Sadie and Abby Bowler, Gen Z-aged sisters and founders of hair and personal care brand Sadie B, have respect for the middle-age male CEOs running beauty and personal care brands. But for their brand, authenticity means being made by the girls for the girls.

 

Sadie B launched in 2022 and in 18 months landed on the shelves of Target, thanks in part, to Cherie Hoeger, founder of Saalt period care, who helped the Bowlers find a broker at the retailer.

 

Sadie B has four core collections—the Go-Getter, Athlete, Adventurer and Creator. Each consists of a shampoo, conditioner and body wash that are formulated with ingredients to protect hair from the elements doing the most damage. These include sun, chlorine, ocean water, color and heat styling tools.