Supergoop! Company Profile

Background

Supergoop! is a U.S.-based skincare brand founded in 2007 by Holly Thaggard, a former elementary school teacher. The company's mission is to combat the skin cancer epidemic by making daily sun protection an essential part of everyone's routine. Supergoop! is renowned for its innovative, clean, and feel-good SPF products designed for everyday use, aiming to shift the perception of sunscreen from a seasonal necessity to a daily skincare staple.

Key Strategic Focus

Supergoop! specializes exclusively in sun protection, offering a diverse range of SPF-infused products that cater to various skin types, tones, and lifestyles. The brand emphasizes clean formulations, excluding harmful ingredients like oxybenzone, octinoxate, and parabens. By integrating sun protection into daily skincare and makeup routines, Supergoop! targets the broader beauty and wellness market, promoting the importance of daily SPF use.

Financials and Funding

In December 2021, investment firm Blackstone acquired a majority stake in Supergoop!, valuing the company between $600 million and $700 million. Founder Holly Thaggard and the senior management team retained significant equity ownership. This investment aimed to support Supergoop!'s global expansion, enhance brand awareness, and develop new products. Following the acquisition, the company experienced a 65% year-over-year growth in 2022.

Product Development

Supergoop! offers over 50 SPF formulations, including:

Unseen Sunscreen SPF 40: An invisible, weightless, and scentless sunscreen that doubles as a makeup primer.

Glowscreen SPF 40: A multitasking sunscreen that provides a dewy, radiant finish.

Daily Dose Vitamin C + SPF 40 Serum: A serum combining sun protection with vitamin C to brighten skin.

CC Screen 100% Mineral CC Cream SPF 50: A mineral-based color-correcting cream offering sun protection.

These products are designed to seamlessly integrate into daily skincare routines, encouraging consistent sun protection.

Technological Platform and Innovation

Supergoop! differentiates itself through innovative formulations that prioritize efficacy and user experience. The brand focuses on creating lightweight, non-greasy, and easily absorbable products that encourage daily use. By excluding controversial ingredients and incorporating skin-friendly components like antioxidants and hydrating agents, Supergoop! ensures its products are both protective and beneficial for skin health.

Leadership Team

Holly Thaggard: Founder and Chairwoman. Thaggard's personal experience with a friend's skin cancer diagnosis inspired her to create Supergoop! with the goal of making sun protection a daily habit for everyone.

Amanda Baldwin: CEO. Baldwin joined Supergoop! in 2016, bringing extensive experience in the beauty industry. Under her leadership, the company has expanded its product line and global presence.

Leadership Changes

In September 2022, Supergoop! expanded its executive team by promoting Britany LeBlanc to Chief Marketing Officer and hiring Ryan Crowley as Chief Financial Officer and Chief Operating Officer. These appointments aimed to support the company's growth and operational efficiency.

Competitor Profile

Market Insights and Dynamics

The global sun care market has experienced significant growth, driven by increased awareness of skin health and the importance of sun protection. Consumers are seeking multifunctional products that combine sun protection with skincare benefits, leading to innovation and competition among brands.

Competitor Analysis

Supergoop! faces competition from several key players in the sun care and skincare industry:

EltaMD: Known for dermatologist-recommended sunscreens, EltaMD offers a range of products catering to various skin types and concerns. Their UV Pure Broad-Spectrum Sunscreen was ranked as the top sunscreen based on media impact value in 2024.

Neutrogena: A mass-market brand offering a wide array of sun protection products, including the Ultra Sheer Dry-Touch Sunscreen Lotion, which ranked third in media impact value in 2024.

Coola: Emphasizing organic and eco-friendly formulations, Coola provides sun care products that appeal to health-conscious consumers.

Sun Bum: Offers a range of sun care products with a focus on a fun, beach-oriented lifestyle. Their Daily 50 Face Gel has been highlighted as an affordable alternative to Supergoop!'s Unseen Sunscreen.

Strategic Collaborations and Partnerships

In January 2024, Supergoop! selected Digitas as its U.S. media agency of record to oversee digital channels and marketing initiatives, aiming to enhance brand awareness and drive growth.

Operational Insights

Supergoop! has strategically expanded its distribution channels, partnering with retailers like Sephora, Nordstrom, and Bluemercury to reach a broader audience. The brand's focus on clean, innovative formulations and its commitment to education about sun protection have positioned it as a leader in the sun care industry.

Strategic Opportunities and Future Directions

Supergoop! plans to continue its global expansion, targeting high-potential markets in Asia, Australia, and the Middle East. The company aims to strengthen its presence through partnerships with beauty retailers and by introducing new products that align with consumer demand for multifunctional skincare. Additionally, Supergoop! remains committed to sustainability, exploring eco-friendly packaging options and maintaining its focus on clean ingredients.