This co-founder is establishing a novel type of candy culture.

      Welcome to Second Life, a podcast that highlights successful women who have made significant career transitions and confidently embraced change. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode connects you with women who are innovators in their industries. Be sure to subscribe to Second Life on Apple Podcasts, Spotify, or wherever you listen to podcasts to stay updated.

      This summer, candy is experiencing a notable resurgence. At the forefront of this candy revolution is Better Sour, a gummy-candy brand inspired by Middle Eastern and Asia-Pacific sour flavors, founded by best friends Isabella Hughes and Semira Nikou. As co-founder and chief revenue officer of Better Sour, Hughes has skillfully guided the brand through its expansion.

      Before taking the lead in transforming candy culture, Hughes initially pursued a career in the arts. She curated and organized exhibitions for various organizations throughout the United States and the United Arab Emirates, developing a sharp eye for presentation and storytelling that would later benefit her business endeavors.

      Although she achieved success in the arts, Hughes had always been inclined toward entrepreneurship. In 2014, she started her first venture, Lezzetli, an ice cream brand inspired by Middle Eastern flavors. Around that time, she also conceived a second project: Shaka Tea, a brand of herbal iced tea sourced from Hawaii. Shaka Tea experienced steady growth and was acquired in 2022, marking a significant achievement in Hughes's entrepreneurial path.

      After the acquisition, Hughes sought a new challenge. In 2023, she co-founded Better Sour with her lifelong friend, Nikou. Both daughters of Iranian immigrants who were raised in Hawaii, Hughes and Nikou utilized their shared cultural experiences to develop the brand's unique flavors. Their combination of Iranian heritage and Hawaiian upbringing gave them a distinct foundation for creating sour candy that differentiates itself in a crowded market.

      Under Hughes's guidance as chief revenue officer, Better Sour has rapidly expanded and is now available in over 4000 stores across the country, including major retailers like Costco, Whole Foods, and Erewhon. This extensive distribution showcases the brand's widespread appeal and the successful strategy Hughes has fostered.

      Tune into the latest episode of Second Life to see how Hughes's journey illustrates the power of diverse experiences—artistic, entrepreneurial, and cultural—in creating something both groundbreaking and prosperous. Keep scrolling to shop Better Sour.

      **BETTER SOUR**

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      **BETTER SOUR**

      - Passion Fruit

      **BETTER SOUR**

      - Pomegranate Apricot

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