Born in Baton Rouge, Louisiana, Holly founded Supergoop! in 2007 after a close friend was diagnosed with skin cancer.

A former teacher, she realized daily SPF could save lives but people hated how sunscreen felt. So she created feel-good formulas to make sun protection a healthy, everyday habit.

inHouseAmerica Rates Her Store:

★★★★

After both of his parents were diagnosed with melanoma, Chris born and raised in the U.S. was inspired to create a sunscreen people would actually want to wear.

Living in sunny California, he launched COOLA to offer organic, feel-good SPF that blends sun safety with a laid back lifestyle vibe.

inHouseAmerica Rates His Store:

★★★★

Born in the U.S., Dakota teamed up with branding pros Lach Hall and Marty Bell to launch Vacation in 2021.

Inspired by retro beach vibes and a desire to make sunscreen fun again, they created “Leisure-Enhancing SPF” that feels like a vacation in a bottle.

inHouseAmerica Rates His Store:

★★★★

Born in Hong Kong and now based in Singapore, Charlotte founded Everyday Humans in 2018 after years in investment banking and startups.

Inspired by her own tanning habits and the need for clean, inclusive SPF, she created a skincare brand that makes sun protection fun, affordable, and planet-friendly.

inHouseAmerica Rates Her Store:

★★★★

After working in a National Institutes of Health lab studying toxic chemicals in consumer products, Kevin founded Thinksun to create safer alternatives starting with baby sunscreen.

Motivated by the widespread use of harmful ingredients like BPA, he built a brand focused on clean, science backed sun protection for all ages.

inHouseAmerica Rates His Store:

★★★★

Raised on a beekeeping farm, Kate was inspired by nature’s healing power.

After working in product development and serving in the Peace Corps, she launched Babo Botanicals in 2010 to create safe, plant based skincare for families naming it after her son’s beloved bunny, “Babo”.

inHouseAmerica Rates Her Store:

★★★★