Supergoop

Only about 20% of North American adults apply sunscreen daily, despite 40 years of dermatologist recommendations. One brand but the entire company that the number could rise. Holly Thaggard founded Supergoop in 2005, after a close friend was diagnosed with skin cancer at age 29. Every previous sunscreen launch had been positioned as a summer product or an outdoor sport accessory, sold in warehouse club sizes at low margins. Thaggard committed to selling only sun protection products year round at prestige price points through department stores and specialty retail. Supergoop could have launched in drug stores at $10 a tube with mass margins. Instead, it launched at $30 to $40 a tube in Sephora and specialty beauty retail, where the customer was already primed to spend on skincare.