Supergoop Founder Expands From Sunscreen to Bottled Water

Holly Thaggard, known for founding the Supergoop sunscreen brand, has identified a new "white space" in the market and is expanding into the bottled water industry with her new venture, WaterOuai.

Thaggard previously transformed the sunscreen sector by shifting the perception of SPF from a beach obligation to a daily wellness ritual. She recognized consumer needs for consistent, everyday protection beyond seasonal use and reformulated products accordingly.

Now, WaterOuai, co-founded with her son, aims to bring similar disruption to the beverage market. The brand focuses on microplastic-free, canned water, differentiating itself from traditional bottled options. This move highlights Thaggard's strategy of identifying and revitalizing stagnant market categories.

The success of Supergoop, which saw a majority stake acquired by Blackstone in 2021, demonstrated Thaggard's entrepreneurial acumen and her ability to spot and capitalize on underserved markets. WaterOuai represents the next phase in her approach to addressing evolving consumer demands and habits.