# Supergoop!: Holly Thaggard

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-06-08
- Length: 1h 11m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard

## Summary

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.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard#t=0) Introduction: Holly Thaggard and Supergoop
- [4:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard#t=264) From Harpist to Teacher to Entrepreneur
- [16:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard#t=981) The Failed School Distribution Model
- [21:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard#t=1270) Formulating a Non-Oxybenzone Sunscreen
- [44:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard#t=2660) Hiring an Expensive PR Firm
- [52:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard#t=3151) Securing the Sephora Partnership
- [1:01:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard#t=3686) Scaling Production and Retail Expansion
- [1:06:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-08-supergoop-holly-thaggard#t=4009) Fundraising and Leadership Changes

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Supergoop! (product)
- Sephora (company)
- Nordstrom (company)
- Burt's Bees (company)
- Giggle (company)
- Barney's (company)
- Oxybenzone (material)
- Avobenzone (material)
- Paraben (material)
- Berman Communications (company)
- TSG (company)
- Cult Capital (company)

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## Citing this page

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