Sweet success for Winnipeg beauty startup


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This article was published 09/08/2021 (484 days ago), so information in it may no longer be current.

An award-winning beauty startup had its beginnings in a River Heights home.

“I lost my corporate job in Toronto,” Ajoké Olorundare, owner of SUGR WAX Inc., said. “I moved back to Winnipeg and decided that instead of looking for another job, I was going to put my all into this idea.”

SUGR WAX was born out of the desire to make sugaring for hair removal accessible to everyone.

Supplied photo

An all-natural hair removal paste, sugaring is less painful than waxing and lasts much longer. It’s designed for all hair types and can be used safely on all parts of the body.

Consumers can use the product in the comfort of their own homes.

“Most waxes you would find in salons are artificial materials, so if you want something a bit more natural or gentler on the skin this is a better alternative,” Olorundare said.

Born and raised in southwest Winnipeg, Olorundare graduated from the University of Winnipeg with a degree in international development studies.

She currently lives in Toronto, Ont., where SUGR WAX is her full-time focus.

As a teenager, Olorundare had sugaring done in salons or made her own paste at home.

“Even though I knew how to make the wax and do it myself at home, I felt like it would be easier if I could just go to the store and buy the wax,” Olorundare said.

Olorundare received national recognition last month when she won the RBC Rock My Business Emerging Black Entrepreneur Award and $10,000 to kick-start SUGR WAX.

Futurpreneur, Canada’s only national, non-profit organization providing financing, mentorship and resources to aspiring entrepreneurs, held the RBC-sponsored business plan competition.

In order to qualify for the grand prize, competitors had to have attended several of Futurpreneur’s free digital Rock My Business workshops.

This year, there were eight $10,000 grants provided: six to recipients aged 18 to 29 for the Youth Entrepreneur Awards; one to the recipient of the Emerging Black Entrepreneur Award; and one to a recipient of the Emerging Entrepreneur Award for aspiring business owners aged 30 to 39.

Olorundare enrolled in the free workshops and then entered and won in the Emerging Black Entrepreneur category for SUGR WAX.

“I was so shocked,” she said. “It’s a really good feeling because it was validating that I’m on the right track and people are recognizing me.”

The funding will help Olorundare launch a second product — which will be announced soon — and scale the exisiting operations she has, such as purchasing more stock and trademarking the brand.

For more information and to purchase SUGR, visit sugrwax.com

The product is also available on Amazon Canada and Amazon U.S.

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