Sundae

Sundae, marketed as Sundae Body, is an Australian body-care brand founded in Melbourne by Lizzie Waley and Andrew Simmonds. Most sources place its founding in March 2021, though one editorial gives a looser date of around 2022 [2][4]. The company is known for whipped shower foams packaged in aluminium cans styled to look like whipped cream, a food-inspired concept aimed at turning a routine wash into a sensory ritual.

The brand remains active and expanding. As of late 2025 it operated across six markets and thousands of retail doors, with recent seasonal launches and a founder interview published in November 2025 [3].

Sundae Body was co-founded in Melbourne by Lizzie Waley and Andrew Simmonds and is based in Port Melbourne, Victoria [7]. The company traces its founding to March 2021, during the COVID-19 pandemic; a separate editorial dates the launch more loosely to around 2022, but the March 2021 date recurs across the majority of sources.

The founding idea was to make daily body care feel joyful rather than obligatory. According to Waley, bringing food concepts into body care "fast-track[s] the customer to indulgence and nostalgia" by tying a routine chore like showering to something more emotive. That thinking produced the brand's defining format: a thick, creamy foam dispensed from a whipped-cream-style aerosol can. As Waley described the decision, the team asked "why wouldn't we make the foam thick and creamy and put it in a whipped cream can and position it like whipped cream" [2].

Sundae Body is built chiefly around its whipped shower foams, which dispense a soft foam with the pointed tops of aerosol whipped cream before melting into a body wash. The flagship Birthday Cake Whipped Shower Foam has sold more than 1.2 million units [2]. Scents span sweet and fruity names such as Passionfruit Pop, Pomegranate Fizz, Very Vanilla and Orange Crush.

By 2025 the range had grown to 46 products across three categories — body wash, moisturisers and suncare — with a further 25 launches planned for that year [2]. Recurring hero ingredients include Kakadu plum, cited as a source of vitamin C for brightening, and finger lime, described as a natural source of exfoliating AHAs [5]. The foams are packaged in satin or matte aluminium cans made to mimic a can of whipped cream. A product review lists the foams as free from parabens, PEGs, sulphates and PPG, and as vegan and cruelty free [6].

The company frames body care as a source of pleasure rather than a task. "Many personal care companies out there exist to fulfil a need, we exist to ignite joy," Waley has said [4]. The brand describes its mission as building a community through joyful experiences, with what it calls "fun-filled formulas, fruit-flooded fragrances and frivolous packaging." In a 2025 interview, Waley added that the company aims to innovate "only when the product actually moves culture — not just adds another SKU to a shelf" [3].

The food-inspired, whipped-cream-style presentation has resonated with Gen Z audiences on social media; the brand's TikTok account reported roughly 63,000 followers and 9.7 million views.

The brand launched in Australian retailers including Woolworths and Priceline. In 2022 its Honey Honey Whipped Shower Foam was named Body Wash Winner at the Beauty Design Awards [4]. International growth followed, and in its first US year the company secured retail distribution with Walmart, Target and CVS [2].

By 2025 Sundae Body reported operating in six markets — Australia, New Zealand, the United Kingdom, Ireland, Scandinavia and the United States — and being stocked in more than 7,000 stores worldwide, with the United Arab Emirates planned as a seventh market. In the Nordic region, the brand's storefront at sundaebody.se is operated by Awaknd Group AB, a Scandinavian distributor rather than the brand's owner.

Sundae Body's Honey Honey foam won the Body Wash category at the 2022 Beauty Design Awards. The company has been the subject of trade and beauty press coverage, including a SmartCompany feature on its use of sensory marketing to expand globally and a November 2025 founder interview with The Beauty of Innovation.

Sundae Body is active and growing. Its most recent visible activity includes a founder interview published in November 2025 and seasonal launches such as Gingerbread and Candy Cane foams for Christmas 2025 [3]. The company operates across multiple markets and continues to expand its distribution and product range.