Susanna DiSotto, market maven and vice president of Italian wax company SoDiCo Beauty, died of cancer on Sunday, July 5. She was 56 years old and is survived by her husband, Michael, and their son, Ben. DiSotto, who joined SoDiCo in 2019, launched her own venture with the company by bringing together quality and natural ingredients to create innovative waxing products for every skin and hair type. Called Naturaverde Pro, the company revolutionized depilatory waxing under DiSotto’s direction. DiSotto was also known for her marketing prowess and her ability to understand and anticipate customer needs. Previously, DiSotto spent 17 years as the director of marketing and business development at Conair Corporation/Satin Smooth, followed by brief stint as vice president of professional division at Columbia Probiotics Skin Care.
DiSotto’s loss is deeply felt by the waxing industry, on which she has left an indelible mark. Naturaverde hopes to donate a percentage of its proceeds to cancer research. Additionally, DiSotto’s family asks that in lieu of flowers, colleagues consider contributing to her son’s college fund.