This is an episode of the Glossy Beauty Podcast, which features candid conversations about how today’s trends are shaping the future of the beauty and wellness industries. More from the series →It’s tough to compete with Supergoop, the sunscreen startup that entered the market in 2006 and quickly became the industry darling before selling to private equity firm Blackstone in 2021. In many ways, the company created the modern sunscreen playbook by marketing it as skin care, not sun care.
“[Supergoop started] with the mission of really transforming the SPF category, so that people wouldn’t think of it as a seasonal thing,” Lauren Weinberg, chief marketing officer of Supergoop, told Glossy. “The way the brand did that was really by coming out with formulas that debunked, I would say, all the things that people didn’t like about sunscreen. So, it wasn’t sticky, it wasn’t greasy, it didn’t have an odor, and it could go as a primer underneath your makeup.”
Today, Supergoop sells one unit of its cult-favorite Unseen Sunscreen every 16 seconds, but staying on top requires constant evolution, Weinberg told Glossy. For Supergoop, this has included evolving the company’s channel mix this year to better reach new and existing consumers.
