How suncare-meets-skincare brand Supergoop! is changing the way you think about SPF

It’s hard to remember a time of sunscreen use before Supergoop.

Making sun protection fun and appealing once seemed like an incongruent idea (after all, who remembers the day of thick and greasy layers of heavy-duty sunblock?). But the cruelty-free US-based cult skincare-meets-sunscreen brand has managed to achieve exactly that.

Supergoop!, which calls to mind sunny days as a child playing with goop (is even that a word?), is arguably single-handedly responsible for creating a new generation of sun protection for every skin type, lifestyle and preferred finish – so that there is absolutely no excuse for you to not wear sun screen.

Case in point: there’s the Unseen Sunscreen (which virtually literally disappears into nothing on even the deepest of skin tones), the soon-to-be-launched 100% Matte Mineral primer which not only offers a broad spectrum protection but both mattifies and blurs your skin) mattifying primer, the Glow Stick Sunscreen with SPF50, an ultra-hydrating non-greasy dry oil that is perfect for travel, and more.

Its Philosophy: Making SPF a lifestyle choice

Founded by former third-grade teacher Holly Thaggard, the brand has a personal backstory. After a close friend went through a skin-cancer care, Thaggard made it a mission to design products that made sun protection a lifestyle choice so second-nature it was part of your daily routine.

Its philosophy to weave in sun protection into all its products is evident in all its launches – there’s SPF eye creams, face mists, primers, and even a beautiful glow oil – which ensures you’re constantly protected throughout the day without even thinking about it.

The #1 reason why people skip sunscreen – and how Supergoop! is changing that

“I’ve heard every reason why people skip sunscreen,” Amanda Baldwin, President of Supergoop! shares. “They hate the texture, the thick formula, the white cast.” According to her, an astounding 80% of Americans skip sunscreen – this in spite of growing awareness of the harmful effects of the sun.

“Sunscreen used to be seen as a chore, or something that you did before beach days,” she shares. But the brand’s mission is to constantly create and develop everyday products with SPF in it so that no matter what you’re doing, you’re constantly protected from the sun. “We want to to be a lifestyle choice, which is why we’ve chosen fun packaging – even our brand name is meant to be fun and approachable.”

“What we focus on for every product is finding the right texture. It’s actually great for us to have since launched in Asia (which is our first international venture outside of the U.S.) because the innovations in Asia are great for perfecting that lightweight finish.”

DIFFERENT WAYS TO INCLUDE SPF IN YOUR ROUTINE: ON YOUR SCALP AND EYELIDS?!

“Holly (the brand’s founder) is so passionate about SPF, and constantly expanding on how we can include it in our daily routine,” she shares. “She actually uses up to 25 SPF products on her face!”

And this conviction in the importance of sun protection has seeped into everything the brand launches, which have since also expanded to include suncare-meet-skincare and even makeup. There’s an anti-aging eye cream with SPF37 (who knew you needed SPF on your eyes?!), a mattifying makeup mist with SPF50 (which you can re-apply throughout the day to keep your visage fresh, matte and protected), and even a beautiful SPF-infused face oil that makes for the perfect all-over face glow.

Clean Ingredients Only

They’re forever tinkering with the products as well. “We’ve changed the Everyday Sunscreen seven times since we first launched in 10 years ago… which is not typical of skincare or beauty brands,” says Amanda. It’s certainly unusual for beauty brands, who typically dabble in re-launches as a way to reinvigorate interest in their signature products.

The reason? “We’re constantly looking at ways to make our products contain the cleanest ingredients possible, and our research lab is always experimenting with new developments in this direction.”

Clean beauty is certainly a trend that Amanda is personally optimistic about. “I love the wave of clean beauty in the industry, and that’s exactly where we want to take Supergoop! to.”

The Biggest Misconceptions About Sunscreen

“There are so many – from people with deeper complexions thinking they can get away without SPF, to the assumption that the higher the SPF, the more protection you’re getting.”

Although consumers are now more discerning about the skincare they use, she concedes that there are still misconceptions. For one, we are not supposed to assume that there is a high protection equals efficiency. According to Amanda, the efficiency of SPF is asymptotic.

“There is a huge difference between SPF15 – which incidentally, is not enough if that’s all you’re relying on in your foundations or CC creams – and SPF30. But beyond SPF50, a product’s efficacy starts to dip. If you find a product boasting of an SPF higher than that, it’s likely it’s only a marketing effort.”

What’s Next on the Pipeline For Supergoop!

True to its roots, Supergoop! has been partnering with elementary schools across the U.S. to educate children on the importance of sun care, and are in the works of developing more kid-friendly products, according to Amanda.  They’re also experimenting with different ways to protect the skin from other aggressors, like pollutants and blue light.

Its CC cream was received by raving responses, and so was its setting mists. When asked if Supergoop! had any new beauty launches in the pipeline, Amanda smiled and said, “We’ll see.” A new blush or lipsticks with SPF, perhaps? We’ll definitely put our money on that one.

Supergoop! is definitely on track to become almost synonymous with sun protection, with finishes in a diverse array of finishes – watch this space for more SPF goodness!

Sarah Khan

Photos: Supergoop