Supergoop CMO Lauren Weinberg Bets on Amazon and TikTok Shop to Drive Channel Growth

Quick Facts

Supergoop launched a dedicated U.S. storefront within Amazon Premium Beauty on May 19, 2026, giving the brand more control over product discovery and consumer education.
CMO Lauren Weinberg joined the brand in February 2026, previously holding the top marketing role at Peloton and Square.
The brand sells one unit of its Unseen Sunscreen every 16 seconds and reported $250 million in sales in 2022, a 65% year-over-year increase.

Supergoop has a new chief marketing officer and a new approach to where and how it sells. Lauren Weinberg, who stepped into the CMO role on February 2, 2026, is rebuilding the brand’s channel strategy around two priorities: a more controlled presence on Amazon and a deliberate push into TikTok Shop.

The moves come as the sunscreen brand, majority owned by Blackstone since December 2021, works to expand its retail footprint without losing the brand clarity that made it a prestige skincare name.

Amazon as a Brand Control Play

On May 19, Supergoop launched a dedicated storefront inside Amazon Premium Beauty, timed to Skin Cancer Awareness Month. The storefront gives the brand ownership over how its products appear and how consumers navigate them.

“I don’t think people even realize all the places they can buy Supergoop today,” Weinberg told Glossy. “The idea of making this change in Amazon was, for us, to just have more control as a brand over how we show up.”

Weinberg said a core challenge is that consumers often do not know which product fits their skin type. A branded storefront lets Supergoop guide those decisions directly rather than leaving them to algorithmic defaults.

TikTok Shop for Discovery and Conversion

On TikTok, Weinberg is running a two-track approach. The brand uses creator content to address misinformation about SPF, a problem she described as active and ongoing on the platform. It then drives viewers into TikTok Shop to close the sale.

“TikTok is a very interesting channel for any beauty brand, but for us in particular, because there are a lot of misconceptions about SPF and sun care in general,” Weinberg said. “We can work with creators that can give us some credibility and really talk about debunking some of the fake narratives or false memes that are going on about sunblock right now.”

She also sees TikTok as a tool for surfacing lower-awareness products in the brand’s catalog. The brand’s top SKUs drive volume but a wider range of products requires storytelling before a consumer will purchase. TikTok, she said, gives Supergoop room to show how those products work before directing shoppers to buy.

A Messaging Overhaul Across Channels

Weinberg’s broader mandate includes fixing inconsistencies in how the brand communicates. She identified fragmented storytelling as a problem when she arrived in February.

“The way we were storytelling as a brand, or how we were communicating with consumers, was not really cohesive across all of our channels,” she said. “We’ve really been trying to focus on doing cohesive storytelling.”

To support that goal, Supergoop also brought on a new media agency of record, tasked with connecting media investment across the full business and improving measurement rigor.

Leadership Turnover Sets the Stage

Weinberg joined a brand in transition. CEO Lisa Sequino departed in June 2025 after less than a year in the role. Melis del Rey, the former General Manager of Amazon U.S. Health and Beauty, was named CEO effective December 8, 2025. Del Rey spent her Amazon tenure converting the platform’s beauty business from a replenishment channel into a destination for discovery, experience relevant to Supergoop’s current Amazon strategy.

Del Rey described Weinberg as someone who can “balance creativity, performance, and operational rigor” as the brand works to introduce new consumers to daily SPF use.

Supergoop was founded in 2006 and built its business by repositioning sunscreen as a skincare product, not a seasonal item. The brand reached $250 million in sales in 2022 and has continued to scale under Blackstone’s ownership. The Unseen Sunscreen, its flagship product, now sells one unit every 16 seconds.