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Supergoop! Marketing Chief Lauren Weinberg’s Quest to Get Gen Z Wearing Sunscreen

The sunscreen brand’s new CMO is leaning on creators, retail growth and hero products to make SPF feel less like a chore.

It has been about six months since Lauren Weinberg joined Supergoop! as chief marketing officer, stepping into the role amid a period of leadership transition for the 21-year-old sunscreen brand. Founded in 2005 by Holly Thaggard after a close friend’s skin cancer diagnosis, Supergoop! was built on a dual mission to prevent skin cancer and to make sunscreen an enjoyable part of daily skincare. Thaggard stepped back from the company’s day-to-day operations last year.

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In an increasingly crowded SPF market, Supergoop! has differentiated itself by positioning sunscreen as skincare rather than a seasonal afterthought. Its portfolio spans daily moisturizers, primers, skin tints and lip products, with innovations like its clear, lightweight “Unseen” formulas helping redefine user experience. The brand (which is separate from Gwyneth Paltrow’s lifestyle brand, Goop) has also expanded into performance-oriented products through its PLAY line, designed for active, water-resistant use.

That positioning aligns with a persistent public health gap. One in five Americans will develop skin cancer by age 70, yet daily sunscreen use remains low. At the same time, demand is rising among younger consumers, with Gen Z driving growth in the sun care category.

Weinberg, who previously led marketing at Peloton, arrives as Supergoop! looks to build on this momentum. In a conversation with Observer in June, Weinberg discussed her first major campaign, Summer of PLAY, and how Supergoop! is working to reach a new........

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