The Start-up Uplifting Gen Z Girls

Launching a start-up is an audacious undertaking, and scoring coveted shelf space at a retail behemoth like Target is a feat that few entrepreneurs achieve. Yet this is precisely what SadieB Personal Care, conceived by U student Sadie Bowler and her sister Abby, has accomplished. Their line of hair care products, which now grace the aisles of more than 500 Target stores and the retailer’s digital storefront, is an improbable success born from a bold idea: to create a brand that uplifts girls with offerings that support and speak to them as real people.

While pursuing her marketing degree at the U’s David Eccles School of Business, Sadie, with Abby’s partnership, transformed a passion for hair care into a venture that challenges convention. “Having our products in Target feels unreal,” Sadie remarks. “This is exactly what our vision was, and the fact that it happened so quickly is blowing our minds.” But SadieB is more than shampoos and conditioners; it’s a mission to help build self-worth and success for young women. In this endeavor, SadieB fills a niche within Target’s offerings, becoming one of the few hair care brands specifically marketed to and tailored for Gen Z girls.

Their journey from a high school concept to retail success was not only fueled by creativity and family support but significantly aided by the U’s Lassonde Entrepreneur Institute, says Troy D’Ambrosio BA’82, the institute’s executive director and an assistant dean at the Eccles School. Sadie had access to office space, coaching, a peer network, and opportunities to showcase her brand through the institute’s programs.

“SadieB is a great example of what students can accomplish as entrepreneurs at the University of Utah,” adds D’Ambrosio. “She went from an idea to launching her product in stores across the country in only a few years. We look forward to seeing her company continue to grow and all the great things Sadie will accomplish in her career.” D’Ambrosio notes that all U students can participate in the Lassonde Entrepreneur Institute’s multifaceted offerings, and alumni have access to its entrepreneurial events and resources through Lassonde for Life.