Sainsbury's expands its beauty offering with Sundae

Life changing? No. Showering changing? Absolutely. Sundae Body's whipped shower foam, which promises to add a hint of humour and an abundance of lather to any shower routine, is landing on the shelves at Sainsbury's on 2 June.

Founded in Australia, Sundae’s dollopy goodness can now be enjoyed in many a time zone, including the UK.

The brand was co-created by Lizzie Waley to add a little humour and sumptuous sents to the shower. Renowned for its collection of whipped body washes, the brand’s famed foams are powered by a natural source of AHAs to gently exfoliate and cleanse.

Just like everyday bodywashes, shower foams contain the same level of cleansing agents of a shower gel or bar soap, just whipped into a frosting-like foam.

Lizzie Waley told TheIndustry.beauty: "We are delighted to announce the launch of Sundae Body into Sainsbury’s stores all over the UK. When we launched the brand back in 2021, we set out to infuse a little more joy and fun into the bath and body world, which otherwise felt a little uninspiring.

"Now more than ever, we are all investing in our self-care and daily beauty routines, and at Sundae, we believe the enjoyment should start from the minute you step INTO the shower – not after.

"We’re so excited to reach even more bathroom shelves with the support of the team at Sainsbury’s. Finding a body wash that you look forward to using is now as easy as shopping for your favourite cereal. It’s a self-care party in aisle 9 and we can’t wait for everyone to join!"

Sainsbury's has expanded its accessible beauty offering in recent months. In April, amidst grocery shopping isles, everyday shoppers were introduced to Dr.PAWPAW's multipurpose skincare range.