Supergoop! Founder Holly Thaggard on Building a $700M Brand and Shifting Consumer Behavior

In this episode, I sit down with Holly Thaggard, founder of Supergoop! and a leading force behind the transformation of the suncare industry. What began as a mission to raise awareness around skin cancer has evolved into a category-defining brand, backed by a ~$700M investment from Blackstone’s Growth fund.We talk through Holly’s journey from identifying whitespace in a stagnant, highly seasonal market to fundamentally shifting how consumers think about SPF, turning it from a beach-day afterthought into a daily skincare essential. Along the way, she shares how education became the foundation of the brand, why changing consumer behavior is one of the hardest challenges in business, and how product innovation helped Supergoop! meet consumers where they already were.We also dive into her approach to building a mission-driven company, scaling through retail, and what it looks like to step away after 20 years to begin a new chapter focused on creating and solving new problems.Key Topics Discussed:Holly Thaggard’s early entrepreneurial mindsetThe origin story of Supergoop!The sunscreen market in the early 2000sDe-seasonalizing the industry Leading with education to shift consumer behaviorHabit stackingAdvocacy and policy workChapter 2