How two Gen Z sisters got their hair-care line on the shelves of Target

Sisters Sadie and Abby Bowler started working on their brand at ages 16 and 18, respectively. They developed the formulas for three years before launching the brand, called SadieB, in 2022. Sadie is now 21, and Abby is 22.

In late February, SadieB launched in Target.

“When I was 11 years old, I started hairstyling, doing different braid styles. Eventually, I did hair for school dances, and then entire wedding parties,” said Sadie Bowler, speaking about the impetus for the brand. “But the messages [from the beauty industry] that were constantly bombarding me, telling me I needed to look a certain way to be considered good enough, began taking a toll on my mental health.”

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