Hardware Podcasts

Supergoop!: Holly Thaggard

How I Built This · 8 Jun 2020 · 1h 11m

What this episode covers

Holly Thaggard, founder of Supergoop, explains how she pivoted from a failed school-distribution model to building a multi-million dollar sunscreen brand after securing a partnership with Sephora. She details the technical challenges of formulating a non-irritating, oxybenzone-free SPF that felt luxurious enough for daily wear, and the strategic decision to hire an expensive PR firm to gain the press credibility needed for retail buyers. Thaggard also describes her early bootstrapping efforts, including 'reverse stealing' product to restock Sephora shelves herself, and her eventual success in convincing major retailers like Sephora and Nordstrom to carry the brand.

Most relevant to

early-stage companies and companies scaling up

Topics

Mentioned

Companies
Sephora, Nordstrom, Burt's Bees, Giggle, Barney's, Berman Communications, TSG, Cult Capital
Products
Supergoop!
Materials
Oxybenzone, Avobenzone, Paraben

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