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Supergoop’s Plans for Global Growth

Just over a year after Blackstone acquired a majority stake in the sunscreen label, CEO Amanda Baldwin opens up about how Supergoop plans to keep growing in new markets.

Supergoop has expanded into Europe. — Supergoop has expanded into Europe. (Courtesy)

By

Joan Kennedy

23 March 2023

BoF PROFESSIONAL

When Amanda Baldwin joined Supergoop as chief executive in 2016, like countless CEOs before her, she wrote her vision for the business on the back of a napkin: continue founder Holly Thaggard’s mission of making sunscreen exciting by pushing education, increasing marketing and creating innovative products.

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Further Reading

Blackstone Buys Majority Stake in Sunscreen Brand Supergoop

The deal values Supergoop at about $600 million to $700 million, people with knowledge of the matter said, asking not to be identified discussing private information.

How SPF Became a Beauty Buzzword

Not so long ago, sunscreen was mainly a drug store staple marketed only in the summer months. Now, SPF products are a beauty aisle mainstay.

About the author

Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

In This Article

Topics

Beauty

Organisations

Supergoop

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