About Us

Our Mission

Committed to enhancing quality of life with problem solving solutions.

Our Vision

To be leaders & innovators in every category we enter for natural health and personal care worldwide.

Our Values

  • An entrepreneurial commitment to excellence & innovation
  • Building professional relationships that are based on honesty, integrity & trust
  • Cultivating a family business culture of joy, passion and drive
  • Belief in making a difference to people's lives

Customer Value Proposition

We help our customers feel good about themselves.


Sue Ismiel & Daughters Heritage video

Founded in 1992 by Sue Ismiel, a mother who turned to the ingredients from her kitchen to create an extremely effective natural, no heat, hair removal formula for her young daughter – Nad’s. 

Nad’s Natural Hair Removal Gel spread from Sue Ismiel’s family to friends, and then rapidly throughout Australia’s consumer market, winning awards and dominating its category. In 1998 Nad’s Natural Hair Removal Gel entered the United States market in what was the most successful product launch of its kind, and is now also sold in the UK and New Zealand. The phenomenal success of this one product provided a platform for Sue Ismiel & Daughters to expand and develop further problem solving solutions across a number of categories.

Sue Ismiel is the Managing Director of Sue Ismiel & Daughters and is recognised as one of Australia’s most successful businesswomen and dedicated philanthropists. The next generation of Ismiel women, Sue’s daughters, Nadine, Natalie and Naomi Ismiel, are also actively involved in the day-to-day running of the company. Nad’s, NitWits and PuraSkin now make up the brands driving the success of this global business. 

Sue Ismiel & Daughters upholds family values of honesty, integrity and commitment to providing the best range of natural health and personal care solutions for its customers. 

Sue Ismiel & Daughters always uses the very best ingredients from sources as close to nature as possible, and invest in extensive research to ensure the highest quality products and services for both men and women.

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