Founded by Holly Thaggard, Supergoop! was created to educate and inspire the world to wear SPF Every. Single. Day™ and delivers on that mission with its innovative, feel good, clean ingredient formulas that fit seamlessly into the daily routines of women, men and children of all ages. The brand has always been a favorite of consumers, retailers and the press, and is poised for its next steps as consumers increasingly understand and embrace SPF as the #1 most important thing they can do for their skin’s appearance and health. Supergoop!’s new executive team and breakthrough product innovation position the brand as the disruptive leader in the rapidly evolving suncare category.

“We are thrilled to partner with Encore to help us take Supergoop! to where no SPF has gone before” said Supergoop! Founder and CEO, Holly Thaggard, an industry pioneer who has earned numerous distinctions and accolades for product and brand innovation. “I have known Kevin Murphy and the Encore team since the very early days of Supergoop!, and I am looking forward to their support as we continue our journey of changing the way the world thinks about sunscreen”.

Holly and her team recognize that traditional sunscreen is the farthest thing from “feels good” and therefore strive to create products women and their families want to use – that are lightweight and easy to apply and backed by the latest innovations in UV protection and beauty trends. The brand recently launched a giving program called Ounce by Ounce™ in which it is providing complimentary sunscreen in pre-K, kindergarten and first classrooms across the country- many are unaware that Holly’s first business plan was to have her product available in schools, so it is truly a mission come full circle.

“This is a very exciting time for Supergoop!” said Supergoop! President, Amanda Baldwin. “Our new launch, Unseen Sunscreen SPF 40 which is a totally weightless, scentless, invisible, makeup priming SPF, has blown away expectations. We have the most incredible product, brand story and retail partners. Now, it’s our job to get out and tell the world about it!”

Kevin Murphy, Managing Director at Encore Consumer Capital, added, “when I first met Holly I knew she was on to something special, and in many ways ahead of her time. It has been wonderful to watch the brand’s progression and we are very excited to join the family as Supergoop! enters its next phase.”

Supergoop! has continued support from earlier investors including JMK Consumer Growth, Circle Up, Grace Beauty, Green Park and Golf.

About Supergoop!
Supergoop! is the first and only prestige personal care brand 100% dedicated to UV protection. Founded by former teacher and industry pioneer Holly Thaggard, we are driven by creating innovative, efficacious and ingredient-conscious formulations that deliver broad spectrum protection in unique, feel good ways. The brand is serious in its mission to educate on the importance of sun protection, but fun and engaging in its lifestyle approach. A few of the brand’s accolades include the CEW Indie Beauty Award, four consecutive Allure Best of Beauty seals, Next Generation Great Consumer Brand, Circle Up’s 25 Best Consumer Brands and a Gold Triangle Award from the AAD. Our latest innovation, Unseen Sunscreen SPF 40, as well as best-selling Everyday Sunscreen, Defense Refresh and other unique-to-the-industry formulas are available at, Sephora, Nordstrom, Bluemercury, and other prestige beauty retailers and exclusive resorts. For more information on this feel good SPF you’ll want to wear Every. Single. Day™, please visit

About Encore Consumer Capital
Encore Consumer Capital is a San Francisco-based private equity investment firm focused on the consumer products industry. The firm has raised over $600 million in equity capital and invested in 28 companies. Encore is currently investing out of its $260 million third fund. Encore’s current and prior investments include food and beverage companies (Aidells Sausage Company, Ancient Harvest, Brownie Brittle, Ciao Bella, Full Sail Brewing, Isopure, Navitas, PhillySwirl, Thanasi), personal care products companies (butter LONDON, MyChelle Dermaceuticals, LORAC, Tarte Cosmetics), and pet products companies (ThunderWorks, Zuke’s), among others. The firm targets companies with between $10 million and $100 million in annual revenues where Encore’s strong operating expertise in strategy development, brand marketing and distribution expansion can help drive performance.