Supergoop! Introduces Dedicated U.S. Storefront in Amazon Premium Beauty
HEALTH & BEAUTY
Courtesy of Supergoop!.
Supergoop!, the brand changing the way people think about sunscreen, announced the launch of its dedicated U.S. storefront within Amazon Premium Beauty. The move marks a significant step in how the brand shows up on Amazon, offering a more seamless, brand-led shopping experience while advancing its mission to transform sunscreen into an everyday essential.
Strategic Timing and Public Health Context
Timed to Skin Cancer Awareness Month, the launch reinforces Supergoop!'s broader purpose: to make SPF a daily habit through education, innovation, and accessibility. With 1 in 5 Americans expected to develop skin cancer by the age of 70, the brand continues to champion sunscreen as an essential, year-round step in maintaining overall skin health. Through high-performance formulas that enhance skin's natural glow while helping to protect against UV damage, Supergoop! is redefining suncare as an everyday skincare essential for all skin types, tones, and ages.
Enhanced Discovery and Shopping Experience
With its presence in Amazon Premium Beauty, Supergoop! is taking greater ownership of how the brand is discovered and experienced on Amazon, unlocking new opportunities for education, storytelling, and personalized product discovery. Through its dedicated brand store, consumers can more easily explore the assortment, navigate products aligned to their skincare needs, and find SPF formulas that fit seamlessly into their daily routines.
"Since day one, Supergoop!'s goal has been to get sunscreen out of the beach bag and into everyday life," said Katie Glowski, SVP/GM North America Sales at Supergoop!. "Our expansion within Amazon's Premium Beauty destination marks an important next step, elevating how consumers discover and shop our SPF-first skincare, while delivering a more seamless, curated, and accessible brand experience."
Product Assortment and Recognition
The Supergoop! storefront in Amazon Premium Beauty features a range of best-selling products, including cult favorites recognized by the Skin Cancer Foundation Seal of Recommendation: Unseen Sunscreen SPF 50, winner of 10-plus beauty awards; PLAY Everyday Lotion SPF 50, winner of 10-plus beauty awards with an 80-minute sweat- and water-resistant formula; and PLAY Antioxidant Mist SPF 50, a family favorite with an 80-minute sweat- and water-resistant formula.
The assortment also includes a range of formats, from skin tints to sticks, available with fast, free shipping for Prime members.
Amazon Partnership and Platform Integration
"We're thrilled to welcome Supergoop! into Amazon Premium Beauty with a dedicated storefront that brings their innovative approach to sun protection directly to our customers," said Camille Nordby, Premium Beauty Category Leader, Amazon U.S. Stores. "Supergoop! has transformed how people think about SPF, making it an essential part of daily skincare rather than a seasonal afterthought. Their commitment to education and accessibility aligns perfectly with our mission to help customers discover and shop premium beauty brands with ease and confidence."
The Amazon Premium Beauty integration represents strategic distribution investment for Supergoop!, enabling national reach through established e-commerce infrastructure while maintaining brand control through dedicated storefront experience. The platform provides data visibility into consumer search and purchase behavior while the Prime shipping integration removes logistics friction that could inhibit conversion.
Launch Activation and Cultural Programming
To support the launch, Supergoop! will activate across key cultural and commerce moments, including social giveaways and an immersive presence with the U.S. SailGP Team at the Rolex SailGP Championship on May 30 in collaboration with Amazon.
The SailGP partnership creates experiential brand touchpoint connecting sun protection messaging to outdoor athletic context where UV exposure risk is elevated, while the Amazon co-marketing creates platform visibility beyond organic storefront discovery.
About Supergoop!
Supergoop! operates as the first protective skincare brand to put SPF at the forefront, making sunscreen a priority for everyone to stop the skin cancer epidemic and change the way the world thinks about sunscreen.
Additional information is available at www.supergoop.com and www.amazon.com/supergoop.