Sisters Abby Bowler (’25) and Sadie Bowler were tired of beauty products marketed to “fix” their appearances. The Bowlers—Abby a BYU economics major, Sadie a marketing student at the University of Utah—wanted products to support their lifestyles as students, trail runners, and creators.
So they made their own: SadieB.
The personal-care line offers shampoo, conditioner, body wash, and body spray made “by girls, for girls.” Last year SadieB was picked up by Target and is now sold in 500 stores. The products focus on function, like protecting hair from sunshine or washing away chlorine. “The world needs you for who you are, not how you look,” Abby says. Abby is in charge of supply-chain logistics, while Sadie, who also styles hair for weddings, manages marketing and worked with a formulation company to develop the products. Part of their revenue supports girls’ mental health through nonprofit partners like the Girl Up United Nations Foundation and Huntsman Mental Health Foundation.
“The world needs you for who you are, not how you look.”
—Abby Bowler
“It’s so gratifying that we made it to this point,” says Sadie.
The Bowlers found a mentor in Cherie Hoeger (BA ’03), cofounder and CEO of period-care company Saalt, who helped them connect with Target. “Business is an energy game,” Hoeger says. “It’s just diving in and getting stuff done. Sadie and Abby have that energy. They want to make a better place for young girls.”
Hoeger’s five daughters fell in love with SadieB. “ It’s so exciting to see girls resonate with the messaging and to see moms excited to share it,” Abby says. “They’re like, ‘I wish I’d had that when I was 12.’”
