There’s something unmistakably HEX about Tim O’Sullivan’s story, raw, funny, and full of energy.

As co-founder of Bae Juice, Tim took a simple idea (Korean pear juice that helps prevent hangovers) and turned it into a viral, seven-figure startup built on community, creativity, and chaos.

At HEXPO 2025, he stepped on stage with the same energy that made his brand famous, confident, humble, and ready to spill the “secret sauce” behind the Bae Juice phenomenon.

The Backstory

Tim’s journey started in a classroom, not a corporate boardroom.

Armed with a Diploma in Business and a healthy dose of curiosity, he and his co-founders began experimenting with how far a wild idea could go when paired with bold marketing and a killer sense of humour.

Their mission? Bring something unexpected to Australia’s shelves, and make hydration fun again.

“Bae Juice was never meant to be serious,” Tim joked. “It was meant to be smart, and a little bit hungover.”

That mix of wit and purpose quickly became the brand’s superpower.

The Secret Sauce

If you’ve ever scrolled through TikTok or wandered into a uni bar, you’ve probably seen Bae Juice pop up, bright pink, unapologetic, and weirdly irresistible.

At HEXPO, Tim unpacked how that came to be: guerrilla marketing, relentless testing, and a willingness to own the chaos.

From handing out samples at festivals to launching cheeky “Bae Breakup” campaigns, the team knew one thing, the best marketing doesn’t just sell a product; it builds a personality.

“People don’t want perfect,” Tim said. “They want real, and a brand that’s not afraid to have fun.”

It’s an approach that’s paid off big time:
5 million units sold.
$10 million in revenue.
And one very hydrated generation of fans.

Lessons from the Ride

Tim’s biggest message wasn’t about sales or strategy, it was about staying scrappy.

He spoke candidly about testing, failing, and learning in public. About building a brand in an ecosystem where attention is the new currency.

“Marketing isn’t about shouting louder,” he said. “It’s about knowing your audience so well that they shout for you.”

He also touched on the importance of community, the people who believed in the brand before it went mainstream.

“They’re the real MVPs,” he grinned. “The ones who told their mates, who posted about us, who made Bae Juice what it is today.”

It’s Been a Ride

As his session wrapped, Tim left the crowd laughing, nodding, and itching to take risks with their own ideas.

Because the truth is, his story isn’t just about a drink.
It’s about belief, in yourself, your vision, and your ability to make something fun matter.

Bae Juice might cure hangovers, but Tim O’Sullivan’s talk was the perfect pick-me-up for anyone chasing their next big thing.

The Aftertaste

In a world where startups often take themselves too seriously, Tim reminded everyone that business can be playful, human, and a little bit ridiculous, and still wildly successful.

That’s the real secret sauce.