Second Life Podcast: Isabella Hughes

Welcome to Second Life, a podcast spotlighting successful women who’ve made major career changes—and fearlessly mastered the pivot. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode gives you a direct line to women who are game changers in their fields. Subscribe to Second Life on Apple Podcasts, Spotify, or anywhere you get your podcasts to stay tuned.

This summer, candy is having a major moment. At the helm of the candy evolution is Better Sour, a gummy-candy brand inspired by sour flavors from the Middle East and the Asia-Pacific, founded by best friends Isabella Hughes and Semira Nikou. As the cofounder and chief revenue officer of Better Sour, Hughes has navigated the brand through its growth.

Before leading the charge in redefining candy culture, Hughes initially pursued a path in the arts. She curated and coordinated exhibitions for a variety of organizations across the United States and the United Arab Emirates, developing a keen eye for presentation and storytelling that would later inform her business ventures.

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Despite her success in the arts, Hughes had long been drawn to entrepreneurship. In 2014, she launched her first company, Lezzetli, a Middle Eastern–inspired ice cream brand. Around the same time, she developed the concept for a second venture: Shaka Tea, a Hawaii-grown herbal iced tea brand. Shaka Tea grew steadily and was acquired in 2022, marking a significant milestone in Hughes’s entrepreneurial journey.

Following the acquisition, Hughes was ready for a new challenge. In 2023, she cofounded Better Sour with her lifelong best friend, Nikou. Both daughters of Iranian immigrants who grew up in Hawaii, Hughes and Nikou drew upon their shared cultural backgrounds to shape the brand’s distinctive flavors. Their blend of Iranian heritage and Hawaiian upbringing provided a unique foundation for creating sour candy that stood out in a competitive market.

Under Hughes’s leadership as chief revenue officer, Better Sour has expanded rapidly, and the company is now available in more than 4000 stores nationwide, including major retailers such as Costco, Whole Foods, and Erewhon. This wide distribution reflects the brand’s broad appeal and the effective strategy Hughes has helped drive.

Listen to the latest episode of Second Life to discover how Hughes’s path demonstrates how diverse experiences—artistic, entrepreneurial, and cultural—can converge to create something both innovative and successful. Keep scrolling to shop Better Sour.