How It All Began

The Story Behind Sugar Coated

Sugar Coated is more than just a sugar wax—it’s a legacy of tradition, innovation, and ethical beauty.

Our journey begins with Rosie Khandwala, the visionary behind Sugar Coated. Growing up on the northeast coast of Tanzania, sugar waxing was the only hair removal method she knew. Taught by her mother and older sisters, Rosie mastered the art of sugaring, later refining her skills while helping out in her cousin’s salon as a teenager.

When she moved to the UK in 1987, she was shocked to find that sugar waxing didn’t exist in the market. Determined to bring this gentle, natural hair removal method to a wider audience, she started making her own sugar wax at home.

Bringing Sugar Waxing to the UK

Recognizing a gap in the beauty industry, Rosie and her husband set out to introduce sugar waxing to the UK. From humble beginnings in their kitchen, demand quickly grew, leading them to establish their own family-owned manufacturing business, where our sugar wax is still produced today.

The breakthrough moment came in 1990 when Rosie partnered with The Body Shop—two ethically driven brands united to revolutionize hair removal. During this time, she perfected her unique formula, removing citric acid (lemon juice) to create an even gentler sugar wax that eliminates irritation. To this day, we remain the only brand in the world that makes a sugar-based hair removal product using just pure sugar and water.

After 18 years of success with The Body Shop, Rosie launched her own retail brand, Sugar StripEase, pioneering the introduction of washable and reusable waxing strips while prioritizing ethical, eco-friendly production.

Introducing Sugar Coated: A New Era of Ethical Hair Removal

With over 30 years of expertise, Rosie has taken everything she’s learned and poured it into Sugar Coated—the next evolution of natural, vegan, and sustainable hair removal.

🌿 100% Natural & Vegan – No chemicals, just sugar & water
♻ Eco-Friendly & Cruelty-Free – Ethical production and reusable strips
💛 Gentle Yet Effective – Smooth results without irritation
🇬🇧 Made in the UK – A family-owned business with a mission

Sugar Coated isn’t just a wax—it’s a movement toward ethical beauty. We want you to love and share your experience, just as Rosie is sharing hers with you.

Rosie Khandwala