How Sundae Founder Lizzie Binks Turned A Boring Supermarket Aisle Into A Global Brand

You know Sundae from the whipped-cream-can body wash that took over supermarket shelves. Behind the brand is founder Lizzie Binks, who's built the business into a brand stocked in more than 10,000 stores across 14 countries. And all that in just six years. 

In this episode of The Edit, Lizzie chats to Home Beautiful Editor-in-Chief Elle Lovelock about the COVID-era supermarket trip that sparked the idea for Sundae, the moment she had to bet everything on the business before the website had even launched, and how ‘joy’ became more than just a brand tagline. 

Plus, Lizzie takes us inside her colour-filled, water-view home, explains scent stacking, and reveals the surprisingly low-key ritual, involving a pair of gumboots, that bookends every single day. 

This episode covers: 

• Growing up between Melbourne, Sydney and Singapore 
• The COVID-era supermarket aisle that sparked Sundae 
• Turning a side hustle into a full-time business overnight 
• Being risk-averse and betting everything on Woolworths and Priceline 
• Life before Sundae: Disney, TikTok and the media buying world 
• Time blocking, context switching and running a business across 14 countries 
• Scent stacking, and how Sundae's rainbow of scents came to be 
• Her love of baking (and that infamous Women's Weekly duck cake) 
• Otis the Groodle, and the two dog park visits that bookend her day 
• What makes her house a home 

You can find Sundae on Instagram here & Lizzie here  

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Credits: 

Host: Elle Lovelock 

Guest: Lizzie Binks 

Edited by: Leah Porges 

Head of Vodcasting: Rachel Fountain 

With thanks to our wonderful Home Beautiful team. 

The Edit is a production of Home Beautiful and Are Media. 

https://www.homebeautiful.com.au/home-beautiful-the-edit-podcast/ 

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