SPF products

Mousse and a setting mist and powder are some of the new form factors Supergoop is using to deliver sun care.

Holly Thaggard, founder and chief executive officer of the brand, said her mission since starting the company a decade ago has been to “sneak SPF” into beauty products that seamlessly incorporate into consumers’ routines — and she hasn’t wavered in her thinking.

Over the next month, a trio of products will roll out and each has a different delivery system.

The Super Power Sunscreen Mousse SPF 50, $19-$34, is available on sephora.com as of this week and will roll out to Sephora doors in mid-April, and next month, Invincible Setting Powder SPF 45, $30, will enter Sephora, Nordstrom and Bluemercury. An updated version of the $28 Defense Refreshing Setting Mist SPF 50 — with new packaging and spray technology that allows for a “finer mist pattern” according to Thaggard — is now on supergoop.com, sephora.com and in store at Sephora.

Thaggard maintained that the mousse, specifically, encourages one to apply generously. A challenge, she maintained, is that “no one is applying SPF as generously as they should” because it was so hard to blend in and often resulted in a white residue.

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Currently, two-thirds of the 19 product collection are chemical sunscreens, and the remaining third are mineral-based formulas.

“We do things like the mousse that are more about direct application and taking it to the beach or ski slopes…[But] we also do things that fit nicely into that more traditional beauty category,” Thaggard said, noting that the question most frequently asked by consumers was, “How do I reapply my SPF without messing up my makeup?'”

This inspired the Setting Mist, originally a 2015 launch that sold out on sephora.com in a week. Taking it a step further, she explained, was the creation of the soon-to-launch Setting Powder, a translucent, 100 percent mineral powder designed to swipe over makeup. Last year, the introduction of Shine On Lip Screen SPF 50, $22, addressed a similar issue. The “soft shine top coat” is designed to go on top of any lip product to give a traditional lip gloss finish without magnifying the effect of UV rays.

Thaggard said a change in customer mind-set — one now focused on prevention in addition to correcting existing sun damage — has helped propel the exclusively sun-care brand to a distribution of about 600 doors across the U.S.

This year will mark Supergoop’s launch outside of the U.S., starting with 40 Sephora doors across Singapore, Malaysia and Thailand. The brand will also roll out its first “360 marketing campaign” — comprised mostly of paid digital ads, influencer partnerships, social media and teaming with synergistic brands.

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