2024 Honorees

Aliyah Marandiz

Founder & CEO

“Sugardoh is a sweeter, simpler way to care for bodies with hair.”


Tell us about your company and role.

Sugardoh is a relaxed body hair care company on a mission to replace your at-home hair removal with compostable sugaring paste. As opposed to crusty razors, stinky creams, and painful waxes, Sugardoh works with your skin, not against it. Sugardoh’s sweet, taffy-like goop pulls hair gently from the root, making it half the pain of waxing and easy to learn from the comfort of your home.

\I founded Sugardoh in 2020, at the height of the pandemic. Sugardoh’s approachable tutorials and simple ingredients became a viral TikTok sensation, introducing many to the world of sugaring. Sugardoh is a sweeter, simpler way to care for bodies with hair. I now run the day-to-day operations of Sugardoh as well as lead Marketing, Brand, and Product Development.

How would you describe yourself?

I’m a sociologist turned web designer turned founder based in Austin, TX. I grew up in Zimbabwe, Africa, and I’m the kind of person that’s always creating and observing. I studied Sociology and Studio Art at Santa Clara University and dove into the tech world shortly after graduating. A switch hitter between marketing and digital design, I spent several years making emerging technology and science companies focusing on digital health technologies, artificial intelligence, and new biomaterials.

I’m passionate about replacing everyday items (like packaging, building materials, clothing, etc) with new, sustainable, bio-based materials. I’m a strong believer in creating a business where everyone wins; where excessive trash is kept out of landfills, where customers are empowered, and where a profitable business thrives.

What qualities do you think a successful founder needs to have?

Intuition, detachment, and a strong moral compass.

What has been your biggest professional success so far?

Founding Sugardoh from my garage in the middle of the pandemic at 24 years old! After just 3 short years, Sugardoh can now be found in some 1300 retailers across the US.

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What causes are you most passionate about?

I’m passionate about supporting pre-teens and young adults through one of the many awkward transitions of puberty: growth of body hair. Through Sugardoh, I’m able to be the first contact for them on the expectations around hair removal. We’re rebranding hair removal as being attainable, fun, healthy, and most importantly, a choice. With Sugardoh the aim is to make hair removal more inclusive than it has traditionally been.

What do you think is the biggest challenge facing eCommerce brands?

Marketing. Specifically, finding your niche when everyone is fighting (and paying) for 5 seconds of someone’s attention.


What's your favorite loyalty program or subscription offering from an eCommerce brand?

Clevr Blends. Think your coffee shop favorites but with added brain-boosting, mood-lifting ingredients.

What do you geek out over?

Human-centered design, sustainable product packaging.