Well Made

Ep. 74 Taking Sunscreen Seriously with Amanda Baldwin

March 27, 2019 · RSS · Apple Podcasts

Protecting your skin from the sun is important, yet sunscreen is a surprisingly sleepy category. Initially conceived as a product for schools in 2007, you can now find Supergoop! online and on shelves alongside beauty products at Sephora and Nordstrom. The brand is changing the reception around suncare with first in-their-class, feel-good SPF essentials like their Superscreen moisturizer and new Shimmershades.

As President of Supergoop!, Amanda Baldwin is leading the mission-driven sunscreen brand and layering a digital footprint over top. Amanda brings a long history in operations and marketing cosmetics and luxury goods from Dior Beauty at LVMH, Estée Lauder, and L Catterton. As a former private equity investor, she brings a broad perspective to the table. Now she’s building scalable and sustainable business solutions for Supergoop!

“When I decided to come to Supergoop!, I put on my investor hat because, ultimately when you're investing in your career and your time behind something, there's no bigger capital.”

Supergoop Interface 2
 Taking Sunscreen Seriously

On this episode, Amanda talks about their omnichannel strategy to avoid counterfeits (9:43). Sunscreen is a challenging category because it’s regulated by the FDA. Amanda talks about navigating regulations and getting ahead of them (16:51) by continually evolving and improving formulas (23:24). Amanda shares how to think like an investor in your career and business (28:01). She explains the power of learning all that you can while working at enterprise companies and finding your value add (33:22). Amanda admits building a team is often a trial-and-error, matchmaking process (39:46). Lastly, Amanda shares how the importance of SPF use informs the exciting product innovations they’re making at Supergoop! (41:37).

Explore Supergoop!’s sunscreen innovations and for your daily dose of sunshine, follow Supergoop! on Instagram.

Images via Supergoop!.


You can find this and all future episodes on iTunes, Google Play, and here on the Lumi blog. This episode was edited by Evan Goodchild.

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