Sabeena Ladha: The Visionary Founder and Brand Builder Transforming Wellness
The entrepreneurial landscape has witnessed many inspiring leaders, yet only a few stand out for their relentless drive, creativity, and ability to merge passion with business acumen. Sabeena Ladha is one such innovator. Known primarily as the founder of DEUX, a “better-for-you” snack brand that disrupted the cookie dough industry, she has carved out an extraordinary career as a brand builder, consultant, and thought leader in consumer goods. From corporate beginnings at global giants like PepsiCo and McKinsey to building her own wellness-driven brand, Ladha’s journey reflects ambition, resilience, and an innate understanding of what modern consumers seek.
This article provides a deep dive into her life, career, and contributions, charting how she has become a recognised name in the health and wellness space.
Early Life and Education
The Texas Foundation
Sabeena Ladha studied at the prestigious McCombs School of Business at the University of Texas, Austin, where she pursued a Bachelor of Business Administration in Business Honours and Supply Chain Management. During her time there, she was actively involved in the McCombs Diversity Council and the Terry Scholar Student Association, showcasing her leadership qualities from the outset.
Her academic grounding gave her a solid understanding of supply chains, marketing, and brand management—skills that would later underpin her entrepreneurial success.
Corporate Career Before Entrepreneurship
PepsiCo: The First Step
Ladha began her professional career at PepsiCo, where she worked as a Marketing Analyst from 2012 to 2014. This role exposed her to the global scale of consumer packaged goods (CPG) and introduced her to the power of branding, distribution, and consumer insights.
Diamond Foods: Refining Brand Management Skills
From 2014 to 2016, she joined Diamond Foods, Inc. as a Brand Manager. Here, she honed her ability to position brands in competitive markets, manage campaigns, and ensure product success.
McKinsey & Company: Strategic Consulting
Her next chapter was at McKinsey & Company as a Management Consultant between 2016 and 2018. The experience sharpened her analytical and strategic thinking, preparing her to tackle complex business problems and navigate challenging markets.
M13: Head of Venture Studio
Before launching her own brand, Ladha led the Venture Studio at M13, an early-stage venture capital firm in Los Angeles, from 2018 to 2020. This role allowed her to work directly with emerging consumer brands, gaining insight into entrepreneurship and the mechanics of scaling start-ups.
The Birth of DEUX
Inspiration and Launch
In October 2020, during a global climate of heightened health awareness, Sabeena Ladha founded DEUX. Her idea was simple yet revolutionary: create indulgent snacks like cookie dough and brownies but reimagine them with clean ingredients and functional benefits. Vegan, gluten-free, and enriched with supplements such as vitamins and adaptogens, DEUX products quickly captured the attention of health-conscious consumers.
Shark Tank Appearance
Ladha’s big breakthrough came when she appeared on Shark Tank in 2021. She pitched for $300,000 in exchange for 10% equity, valuing the company at $3 million. Although no deal was finalised, the exposure catapulted DEUX into the national spotlight, driving sales and creating brand buzz.
Expansion and Retail Presence
Under Ladha’s leadership, DEUX grew beyond direct-to-consumer sales. The brand entered major retailers such as Whole Foods, Target, and Sprouts, gaining nationwide recognition. Products like enhanced cookie dough, “Drip” spreads, and donut holes became staples for those seeking indulgence without guilt.
Leadership at DEUX
Building the Brand
As Chief Executive Officer from 2020 to 2024, Ladha positioned DEUX as more than a snack company—it was a lifestyle brand. With coverage in The New York Times, Forbes, Bon Appétit, and appearances on CBS Mornings, the company became synonymous with innovative wellness treats.
Departure in 2024
In December 2024, Ladha announced publicly that she was stepping away from DEUX. While details of her exit were not disclosed, she clarified that she was no longer involved in daily operations. Nevertheless, her role as the founder remains firmly attached to the company’s identity and success story.
Transition to Consulting
New Chapter in 2025
After leaving her operational role at DEUX, Ladha began consulting in 2025. She now advises and collaborates with companies in Health & Wellness, Personal Care, Media & Entertainment, and Food & Beverage.
Her consulting portfolio includes respected brands such as:
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Brightland Olive Oil – known for artisanal olive oils.
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Curie – a clean deodorant and body care company.
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BelliWelli Supplements – specialising in gut health, skin support, and hydration.
Through these projects, Ladha continues to influence and shape the consumer wellness sector.
Personal Life
Marriage and Family
Sabeena Ladha resides in Los Angeles, California, with her husband Kabir Jain and their family. Kabir, who serves as Chief Growth Officer at Erewhon, has also been associated with roles in finance and operations at DEUX. Together, they represent a powerhouse couple in the Los Angeles health and wellness scene.
The pair share a French Bulldog named Pablo, often mentioned in interviews and social posts, and are parents to a young child, Noah.
Recognition and Influence
Media Coverage
Ladha has been featured in numerous high-profile outlets including Forbes, Entrepreneur, Bon Appétit, and The New York Times. Her ability to seamlessly blend indulgence with health has earned her a reputation as a trailblazer.
Entrepreneurial Role Model
She stands as a role model for aspiring female founders, particularly those looking to break into the CPG and wellness markets. Her journey from corporate roles to creating her own successful brand underscores the power of vision, resilience, and authenticity.
Lessons from Sabeena Ladha’s Journey
Vision Matters
Her story illustrates the importance of seeing opportunities where others see limitations. Cookie dough, often dismissed as an indulgence, became a health-forward product under her vision.
Resilience Through Rejection
Her Shark Tank experience showed resilience—despite not securing funding, she leveraged exposure to grow DEUX rapidly.
Diversification of Skills
From PepsiCo’s structured environment to McKinsey’s analytical rigour and M13’s venture creativity, Ladha’s diverse career experiences gave her a unique edge in launching her own brand.
Future Outlook
While no longer managing DEUX directly, Ladha’s career is far from static. Her consultancy work demonstrates her adaptability and ability to guide brands toward success. With her track record, it is likely she will either continue shaping multiple consumer brands or one day launch another entrepreneurial venture of her own.
Conclusion
Sabeena Ladha epitomises the modern entrepreneur: bold, innovative, and unafraid to reimagine everyday products. From her early days at PepsiCo to founding DEUX and beyond, she has continuously demonstrated her capacity to spot trends, build brands, and inspire consumers. Her story is not only one of personal triumph but also of how passion, combined with expertise, can lead to remarkable business success.
As she steps into her new role as consultant, Ladha continues to influence the health and wellness industry, leaving an indelible mark on the way we eat, live, and consume. For those seeking inspiration in entrepreneurship and brand building, her journey offers invaluable lessons and proof that with vision and determination, one can indeed rewrite the rules.
