How Sundae Body Reached 10,000 Stores — And Nearly Broke Along the Way

How Sundae Body Reached 10,000 Stores — And Nearly Broke Along the Way

From The Pay Off with Sylvia Jeffreys by 9Podcasts

August 31, 2026 · 45 min

About this episode

Lizzie Binks shares the journey of Sundae Body's rapid growth and the challenges faced along the way.

Sundae Body sells a product every six seconds and is stocked in more than 10,000 stores across 14 countries. But behind the rapid growth of the colourful Australian beauty brand are some costly mistakes and hard-earned business lessons. Lizzie Binks went from working in a call centre and receiving a school score of 59 to building one of Australia’s fastest-growing beauty brands.  The Sundae Body co-founder joins The Pay Off to explain how Sundae went from an idea to shake up the body care aisle to an international success story — and the decisions that almost derailed it along the way. Binks reveals how she launched into Woolworths and Priceline without a finished product, why the business took eight months to gain momentum and how a six-month cash-flow gap nearly broke the company. She also shares what happened when Walmart approached her at a New York trade show, why Sundae eventually lost its US shelf space and how the mistake helped the brand succeed at Target. Sundae Body is preparing for its next major step: A 36-product launch into Sephora in the Middle East. See omnystudio.com/listener for privacy information.

People in this episode

Host: Sylvia Jeffreys

Guest: Lizzie Binks

Topics covered

Keywords

Mentioned in this episode

Organizations: Sundae Body, Woolworths, Priceline, Walmart, Target, Sephora

Places: Australia, Middle East

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