When Holly Thaggard founded her skin care brand, Supergoop!, in 2004, the sun care category barely existed. Sun protection was the domain of brands like Coppertone and Banana Boat, and primarily sold in drug stores as a seasonal product.
“The category was so sleepy,” said Thaggard. “There was no innovation and it was owned by the mass market.”
Today, Sephora’s skin care aisles are filled with moisturisers, foundations, and yes, sunscreens promising SPF protection. A trend first started by brands like Supergoop! and Coola, it’s now a space with growing competition, with brands like Procter & Gamble-owned Native entering the