May 9, 2025
Before most students had declared their majors, Sadie Bowler was launching a company. SadieB Personal Care would soon make its way onto the shelves of Target stores nationwide, founded by two sisters who weren’t looking just to enter the beauty industry but change the conversation entirely.
Driven by a desire to promote physical and emotional well-being and a shared concern over harmful messaging in the beauty industry, sisters Sadie and Abby Bowler set out to create a brand focused not on appearance but on empowerment and individuality.
The duo challenged the industry’s traditional approach to beauty by recognizing that it often overlooks real girls’ lifestyles. Their product lines focus on interests and abilities through four personas: the Adventurer, Go-Getter, Athlete, and Creator.
Development began while Sadie was still in high school. The sisters officially launched the company during Sadie’s first year at the University of Utah, where mentors from the Lassonde Entrepreneur Institute were instrumental in offering office space, speaking opportunities, pitch competitions, and help with hosting events.
A key breakthrough came from a Female Founders Only community event, where the sisters met Cherie Hoeger — the founder of Saalt — who offered a pivotal connection.
“Through building that relationship with Cherie, we were introduced to the Target hair care buyers,” Sadie said. “That opportunity allowed us to accomplish a huge feat: launching our products into Target stores nationwide.”
Sadie and Abby credit their entrepreneurial spirit to their father and his expertise with consumer packaged goods. The sisters bootstrapped the company, obtaining funding from family, friends, their own savings, and angel investors.
“We’ve relied heavily on our support system, both on how to grow our business or simply get out of bed when things are hard,” she said. “Many people have welcomed us into their networks, which has led to relationships that help us grow every day.”
For aspiring entrepreneurs, Sadie emphasized, “Find a mentor, someone who’s done what you want to do. People are so willing to help, and having the emotional and business support through a mentor’s expertise has changed my life.”
Sadie also praised the state’s impassioned environment. “I love the drive to better the world that comes from people in Utah. Whether supporting one another or building something with a mission to do good, it’s inspiring to see people work so hard towards positive change.”
Thank you to SadieB for being part of Utah’s startup community. Share your story with us for a chance to be featured, or learn how to start your business here.
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The information in this article is current as of the publishing date and is intended for informational purposes only. This article does not, and is not intended to, constitute legal, tax, or business advice. Any resources and organizations mentioned, unless an entity of or a partner of the state of Utah, are not formally endorsed by the Startup State Initiative or state of Utah.