Supergroup is a skincare brand that says it is a
100% company dedicated to Sun Care manufactures sunscreen infused beauty
products and aims to make it easier for people to
incorporate UV protection into their daily routines. It also
says it's on a mission to change the way that
the world thinks about sunscreen. So joining me now
is Amanda Baldwin, CEO of Super Group. Amanda
. Thanks for joining. Thanks for having me.
Why do people need to add sunscreen to their daily
routine? Yeah. What I love about this company
that it really is based on scientific fact, 90%
of the signs of aging come from the sun,
one in five of us will be diagnosed with skin
cancer in our lifetime. So making sunscreen a daily
habit is probably one of the most simple things you
can do for your health and how does your company
, your product line up, help with that.
So we really try and think about the category differently
and create innovation and product that really creates joy.
It's much easier to inspire someone to do something than
to scare them with a bunch of facts. And
so we really create products that have never been seen
before in the industry and really make it a joy
to wear. What are some of those products?
Our number one best seller is Unseen Sunscreen. It
was created by making a list of all the things
that people hate about sunscreen. It's sticky, it's
tacky, terribly on my skin and getting rid of
all those. We also make a beautiful product that
is called Glow Green that if you want a little
bit of Glow. So no matter who you are
, your lifestyle, what age you are, where
you live in the world, we've got something for
you. Should people just apply this in the morning
and be done, especially if they're going to work
and not the pool, for instance. Yes.
One of the most common myths about sunscreen is that
actually no matter what sunscreen super group or otherwise,
it degrades into sunlight after two hours. So,
reapplication, many of the reasons if someone gets a
sunburn is that they're out all day and they don't
reapply. So how do your products help with that
? Reapplication? Yeah. Great question. So if
you're at the beach, you might use a lotion
multiple times a day. We have a spray that
goes over wet skin. So if you're just getting
out of a pool or chasing a toddler around,
that one works really well. We also have a
product called Resetting Mist and a resetting powder that allow
you to apply over your makeup. So like you
and me and you're out and about, you can
do it that way. Is it affordable? Absolutely
. It's really important to us to make this the
best possible product and keep it something that we can
all enjoy. Where do consumers find it? Sephora
Ulta, our website are probably the best places to
find the new products in the pipeline. Always,
we're big innovators. We just launched a lipstick product
called lip shade, which is really a first to
market innovation, which is always how we think because
our lips are one of the most sensitive parts of
our bodies. And so let's have a little bit
of fun getting that sunscreen on that part. What
about an IPO is that in the works? We
just actually had an investment from Blackstone back in December
of 2021. So heads down on building the business
. Ok, building the business. And so what
else can consumers expect? Always more fun, always
more innovation, always more product and really a brand
that is full of joy. We're having a block
party in New York City next week and we're always
trying to spread the sunshine. Are there ways that
you're trying to integrate the consumer and their voice into
the product? Absolutely. I mean, one of
the first things that we do is look at the
reviews about product. It certainly would not be the
first time if we saw something that we could do
better everyday Sunscreen, which was the first formula that
was launched in this brand is on its eighth iteration
and the ninth is on the way. So we
always have a philosophy that we can change and do
better. Ok. Different skin types, sensitive skin
, normal skin, oily skin. Is there something
for everyone? Absolutely. That's our mission. We
have 4/40 formulas now and I think we're getting pretty
close to 50. What's an average price point about
34$35? Ok. And for people who are
out in the sun this summer, I know you
mentioned reapplication is the key, right? Especially if
you've been out for about two hours. Other best
tips, the uh the spots that we often miss
are top of our ears, tops of our feet
. So think about those. Uh I think it
is the other big tip I'd give you and what
happens if you do get a sunburn? Oh goodness
, it probably happens to everybody. I think probably
get out of the sun as quickly as possible and
just try and stay in the shade. Be safe
and social media has been wildly successful for you.
How do you think about that when you strategize about
the business? Look, we have a big mission
and the best way to accomplish that mission is to
reach people where they are. So social media is
probably one of the most powerful tools to do that
. Whether it's Instagram. Now, Tik Tok,
we've been doing some great things with snap. So
, really just trying to find the voice of the
consumer wherever we can. Do you feel comfortable with
, to using tiktok? Absolutely. It's a really
, you know, it's a great way to reach
people. It's also a really important thing for us
to make sure that the facts are straight. There's
always a lot of misinformation about sunscreen too. I'm
sure people are watching, they look at you.
They think this woman has got it all together.
She's got this great company. She's doing good.
She's down there on the floor of the New York
Stock Exchange to inspire entrepreneurs, Amanda who might be
looking to go in your path as well. What
would you tell them? Follow your heart? It
never lies. I've made a lot of decisions that
didn't always seem logical to the outside world, but
in my own heart felt right and never give up
. I think entrepreneurship is an amazing wild roller coaster
roller coasters are fun, but there's also ups and
downs, good advice. All right, Amanda Baldwin
is CEO of Super Group with everything we need to
know about sunscreen and entrepreneurship. Amanda. Thank you
. Thanks for having me.