How I Built This with Guy Raz – Supergoop!: Holly Thaggard (2020)

Intro

In this episode of “How I Built This with Guy Raz,” host Guy Raz interviews Holly Thaggard, the founder of Supergoop, a skincare company that revolutionized the sunscreen industry. Holly shares her journey of creating a sunscreen that people would want to use every day, overcoming challenges, and building a successful business.

Main Takeaways

Creating a Revolutionary Sunscreen

• Holly set out to create a sunscreen that people would want to use every day.
• She wanted to develop an SPF product without harmful ingredients like oxybenzone and parabens.
• Despite being told it couldn’t be done, Holly persisted in her search for a solution.
• Supergoop sunscreen is made from a raw ingredient bought from manufacturers like Parsol.
• The formula went through 15-20 iterations over two years before it felt amazing on the skin and was efficacious.

Pivoting and Building a Business

• Holly’s original business model was to sell giant sunscreen dispensers to schools, but it was unsuccessful.
• She had to pivot and rethink her idea of how to get people to use sunscreen every day.
• Supergoop eventually found success in retail, making connections with Sephora and Nordstrom.
• Holly focused on the marketing and education side of the business, creating an educational curriculum with her sister to change consumer behaviors.
• Supergoop’s revenue grew from $45k to $600k, and the company aims to reach double-digit profitability in 2020.

From Musician to Entrepreneur

• Holly’s parents were both entrepreneurs, and she had a passion for music from a young age.
• She learned to play the harp and started her own business as a harpist in high school.
• Holly studied music in college but didn’t fit in with the serious musicians.
• Her passion for performing led her to start a family and pursue a new passion in sunscreen.
• Holly believes that being a musician helped her as an entrepreneur by teaching her how to break things down and giving her confidence.

Summary

Creating a Revolutionary Sunscreen

Holly Thaggard set out to create a sunscreen that people would want to use every day. She wanted to develop an SPF product without harmful ingredients like oxybenzone and parabens. Despite being told it couldn’t be done, Holly persisted in her search for a solution. The formula for Supergoop sunscreen went through numerous iterations before it felt amazing on the skin and was efficacious. By sourcing raw ingredients from manufacturers like Parsol, Supergoop was able to create a sunscreen that revolutionized the industry.

Pivoting and Building a Business

Holly’s original business model of selling giant sunscreen dispensers to schools was unsuccessful. She had to pivot and rethink her idea of how to get people to use sunscreen every day. Eventually, Supergoop found success in retail by making connections with Sephora and Nordstrom. Holly focused on the marketing and education side of the business, creating an educational curriculum to change consumer behaviors. Despite initial challenges, Supergoop’s revenue grew significantly, and the company aims to reach double-digit profitability in 2020.

From Musician to Entrepreneur

Holly’s background as a musician played a significant role in her journey as an entrepreneur. Her parents were both entrepreneurs, and she had a passion for music from a young age. Holly learned to play the harp and started her own business as a harpist in high school. While studying music in college, she realized that she was more interested in performing and playing music than studying it. Her passion for performing eventually led her to start a family and pursue a new passion in sunscreen. Holly believes that her experience as a musician taught her valuable skills in breaking things down and gave her the confidence to succeed as an entrepreneur.

Conclusion

Holly Thaggard’s journey of creating Supergoop showcases the power of persistence, innovation, and pivoting in building a successful business. By creating a revolutionary sunscreen and focusing on marketing and education, Supergoop has become one of the top-rated sunscreens in the market. Holly’s background as a musician also played a significant role in her entrepreneurial journey. Supergoop’s success story serves as an inspiration for aspiring entrepreneurs looking to make a positive impact in their industries.