These past few years we’ve noticed something interesting in the retail industry – small brands are turning “boring” pantry staples into products that are actually really cool. There’s everything from tinned fish, made by the company “Fishwife,” to toilet paper made by the company “Who Gives a Crap.” And of course, there’s also sunscreen — that summer essential which is now fun, thanks to the company “Supergoop!” They turned a product in a category that seemed so set in its ways into something fun that we all should be wearing every day.
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Realizing the potential of this then small but beloved brand, Amanda Baldwin left her high-end Wall Street job to step into the role of CEO at Supergoop! six years ago.
“Every twist and turn in my career has been because I got a phone call I wasn’t expecting,” Amanda says “and walk through the doors when they’re open to you.” Since she stepped into her role, the company has not only become highly profitable, it’s also grown over 30x and secured a majority investment from Blackstone Growth.
Amanda knew Supergoop! had something special even from the beginning, and she worked closely with founder Holly Thaggard to take her big idea and “turn that idea into a brand and a business that can really scale.” The brand is now global, and Amanda says they aren’t afraid to encourage a worldwide behavior change, by encouraging everyone to use sunscreen not just in the summer, but daily. They know their work will be done when people don’t get skin cancer anymore.
Listen to the episode to hear more about Amanda Baldwin’s winding career journey (from LVMH to Catterton to Supergoop!) and what she’s learned about spotting “brands with a capital B” along the way.
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