Aliyah Marandiz launched Sugardoh, a multimillion-dollar beauty brand made from a dorm room project, using an ancient hair removal method. Through the support of family, friends, and community, she created viral content that attracted widespread attention, leading to her products being sold in major stores like Ulta Beauty. Her grassroots marketing strategy emphasizes the power of local networks, and her brand's focus on fun and connection resonates with consumers. Despite challenges in scaling the business, her journey is a testament to the effectiveness of genuine community engagement in entrepreneurship.
A lot of business owners talk about community, but what is your community? For Sugardoh, it began with family and neighbors.
Aliyah tapped into her local support system of friends, family, and neighbors to bring Sugardoh to life.
Focusing on her local community and authentic marketing, she transformed an ancient Middle Eastern hair removal method into a modern beauty revolution.
Her brand gained viral popularity with live demos, ASMR videos, and visually pleasing social content that garnered the brand notoriety.
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