Super Group 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.
It,
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 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.