What’s Missing in the Sunscreen Category? How About a Vacation!

At heart, I’m an entrepreneur. Although I never took the plunge, most of my career has been centered around entrepreneurship, with a passion for the story, the successes, and the failures. I believe there are always lessons to be learned by both startups and professionally managed companies. Thus, I’m always seeking out stories of successful entrepreneurs, hoping to build on my insights and learnings.  

As a frequent author of such examples, I’ve noticed these are unparalleled times. Many challengers are redefining categories and segments with new and fun products while taking on industry behemoths—and winning market share! Let’s explore another example: the awakening of the sunscreen category by emerging brand Vacation.  

In short, the brand’s story begins with three friends on vacation seeking opportunities to disrupt established categories. Thus, Vacation was born with the intent to make sunscreen fun again—and guess what? They’re succeeding.  

The company started in 2021, and just three years later in 2024, Vacation did $40 million in sales. In 2025, they’re expected to double that to $80 million and achieve profitability. They have successfully captured over 1% of market share in the sunscreen category, and is expanding its retail footprint with distribution into CVS, Costco, Nordstrom, and Target.  

How did they do it? It started with the founder’s disdain for the current market and, more importantly, the marketing behind it. With a fondness for ‘80s branding (think bold images and “wow factor”) and the products associated with this category in the past, they took the campaign to social media, drove sampling at events, and targeted influencers with an intent to get their products into everyone’s hands. In retail, they created a merchandising strategy to match, of course, with an ’80s vibe.  

What's the takeaway? As I have said in the past, anything old can be remarketed. This is a timeless lesson, and as I alluded to earlier, it is definitely a sign of the times. Barriers to entry are eroding and market boundaries are expanding—or more often than not, eliminated. The assumption is that these incumbent brands can’t be challenged; in reality, they can be. If you’re the incumbent brand, do not take your past success for granted.  

Additionally, there is a tendency to look at the market and its players and pursue either a premium or low-cost strategy in the CPG space. What should be discussed instead is how to solve the unmet (or pain points) of your consumer. Oftentimes, your perceived competition is mimicking others in the category, while your real competition is focused on the unmet need. 

Do you know your consumer, their journey, and their pain points? From my perspective, we are ignoring the consumer more and more these days. Don’t bet against the consumer. Why? Let Vacation give you $80 million worth of reasons why not. They understood the market boundaries could be eliminated, that the market was seeking a refresh with new solutions, and, lastly, they know their consumers.  

If you’re looking to build your next success story, BSM Partners can guide your from concept to commercialization, starting with market intelligence, consumer insights, product innovation, regulatory, co-manufacturing and engineering, and retail and distribution. Our broad purview enables us to connect dots others don’t even see—transforming expertise, data, trends, and custom research into the clearest picture of what’s happening and what’s next. 

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About the Author

Eric Rittenhouse works at BSM Partners as Business Development Manager. His areas of expertise include business development, sales and trade marketing while helping brand companies uncover and execute on opportunities to strategically dominate their niche in the consumer product space. He has completed the Blue Ocean Practical Introduction certificate by the Blue Ocean Academy and is Action Selling Master Certified by Action Selling and The Sales Board.