Supergoop has shored up its management for the next phase of growth.
The prestige sun-protection brand has named Amanda Baldwin, formerly chief marketing officer at L Catterton-owned Strivectin, vice president of retail development at Dior Beauty and director at Clinique, president; Gary Griffo, previously director of operations at PCA Skin, vice president of operations; and David Fainer, who has held sales positions at Dr. Dennis Gross Skincare, Arcona and L’Oréal’s active cosmetics division, vice president of sales.
The hires come after Supergoop raised a round of Series A funding last November led by JMK Consumer Growth Partners with Grace Beauty Capital, a significant investor, and founder and chief executive officer Holly Thaggard did some soul-searching as to what her role in the brand she launched in 2007 should be going forward. “I have a brand founded on a mission of stemming the epidemic of skin cancer, and I feel my time is best spent being an inspiration to that mission by being in stores, and talking to consumers and the media,” she said, adding, “A president is a huge hire for us and a huge new step.”
In her search for a Supergoop president, Thaggard outlined she pursued a strong, multifaceted leader with marketing, product development, strategic and financial expertise who could rally the Supergoop workforces both in New York — where the sales, public relations, marketing and creative teams are located — and in San Antonio, where the regulatory, accounting and operations teams are housed. Baldwin will be based in New York and report to Thaggard.
“Amanda’s a very smart woman and has an incredibly successful career, yet she’s very humble. This brand has such a fun and playful spirit, and she’s also a young mom. That was important to me because I was looking for someone who could relate to the Supergoop customer,” said Thaggard. “She will take us to the next level in a thoughtful way.”
Among Baldwin’s priorities at Supergoop will be to prime the product pipeline with innovative sun-care products customers want to sport regardless of the season; raise awareness of the brand and its principles; support the brand’s retailers, notably Sephora, Nordstrom, Bluemercury and Birchbox; and continue its sales momentum. In each of the last three years, Supergoop’s revenues have climbed 75 percent and, in the fourth quarter of last year, the brand quadrupled its sales at Sephora from the same quarter a year ago, demonstrating customers are increasingly realizing sunscreens aren’t only summer purchases.
“What’s so special about this brand is that it is delivering a serious level of protection with all the right ingredients in a way that people want to partake in it,” said Baldwin. “If you look at the numbers, this is not a business that exists in July and August, and not the rest of the year. That’s good news.”
With the appointments of Griffo and Fainer, Baldwin joins Supergoop with a bolstered staff infrastructure to assist in achieving her priorities. Thaggard brought on board Griffo to help keep the organization in San Antonio efficient as it expands. “We have purchasing, regulations, forecasting and more, and these various parts didn’t really trickle up to one leadership role. It was natural for a company of this size that we needed someone leading operations,” she said.
Thaggard met Fainer at a Nordstrom beauty trend show several years ago when he handled sales and events for Dr. Dennis Gross Skin Care, and the two kept in touch. “I feel incredibly flattered that he was interested in leading our sales team here at Supergoop,” she said. “He has great relationships with our key accounts.”