A New Approach to Sunscreen
Vacation, a personal-care startup that emerged during the pandemic, has taken a unique approach to revitalize its core product: sunscreen. The brand’s strategy is simple yet effective—bringing fun back into the world of sun protection. With a visual identity that blends the carefree vibes of Club Med and Margaritaville, Vacation has managed to stand out in a crowded market.
The brand’s design elements are reminiscent of 1980s magazine coupons, complete with dotted lines for cutting out. Its SPF 30 mousse comes in a whipped-cream canister, while its new 20-ounce “jug” features a detachable handle that can be worn as a bracelet. These playful touches have helped Vacation capture attention and build a loyal following.
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Business Success
Since launching directly to consumers in 2021, Vacation has seen impressive growth. Last year, the company reported $40 million in revenue, with projections to double that to $80 million by 2025. It also turned a profit this year, demonstrating the effectiveness of its strategy.
According to consumer research firm Numerator, Vacation captured 1.1% of all U.S. sunscreen sales in the 12 months ending June 30, placing it at No. 13 in the category. This marks a significant jump from its previous ranking of 24th with a 0.4% share. The brand has also expanded its retail presence, now available at CVS, Costco, Nordstrom, and Bloomingdale’s. Target, one of its largest accounts, recently moved Vacation from the bottom shelves to more prominent aisle-end and front-of-store displays.
Strategic Investments
Vacation has raised over $21.2 million to support its growth, including a $10 million Series B funding round led by investment firm True Beauty Ventures. Hollywood stars Emma Stone and Janelle Monáe also participated in the Series B raise. These investments have allowed the brand to continue innovating and expanding its reach.
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The company entered the market at an opportune time, as consumers are shifting from seasonal sunscreen use to incorporating SPF products into their daily skincare routines. Market research firm IBIS World predicts that sales will increase by 2.2% over the next five years, driven by newer brands offering innovative formats and formulas.
Founders’ Vision
Vacation’s founders, Lach Hall, Marty Bell, and Dakota Green, embody the brand’s laid-back ethos. Hall, an Australian, and Bell, from Scotland, often wear Casio watches and silk shirts, while Green prefers T-shirts and caps. None had prior experience in the personal-care industry before creating Vacation.
Hall and Green built their careers in advertising agencies, living together in Brooklyn where they developed a love for 1980s branding. They began working on the foundation of the Vacation brand before deciding on a product. Their idea for sunscreen came after moving to Mexico’s Playa del Carmen in 2017.
The trio connected with Bell through his retro internet radio station, Poolside FM, which later rebranded to Poolsuite. Together, they launched “Vacation by Poolside FM,” embracing the “la buena vida” philosophy.
Branding and Strategy
The founders believed that sunscreen had become dull after people stopped using tanning mirrors and started worrying about cancer. To revive its appeal, they focused heavily on visuals and on-shelf presentation. Vacation’s best-selling products include its canned, aerated Classic Whip and a reformulation of the discontinued Orange Gelée.
The brand also distributes free products to event organizers and sends around 1,500 items weekly to social media creators and influencers. “Our strategy overall is how do we get products into as many people’s hands as possible?” Hall said. Even if recipients don’t post about Vacation, they will use it in summer and tell their friends.
Market Competition
Despite its success, the sunscreen category remains highly competitive. U.S. brands face stiff competition from South Korean and European rivals known for advanced UV filters and formulas. Edgewell’s Banana Boat and Kenvue’s Neutrogena lead the category in unit sales and dollar sales, respectively.
However, Vacation’s nostalgic branding resonates with younger consumers who value nostalgia and photogenic products. Allison Collins, a former beauty editor and co-founder of advisory firm the Consumer Collective, noted that newer releases, such as body mists, enhance Instagram and TikTok appeal. Fragrance is challenging to market on social media, but mists offer a more affordable and accessible option.
Consumer Perception
Vacation’s quirky branding has sparked some debate online, with consumers questioning the efficacy of its products. A Reddit post titled “Vacation sunscreen—is it really legit?” highlights these concerns. However, the brand ensures its sunscreen is reviewed by dermatologists and advertises its dermatology-approved credentials.
Looking ahead, Hall emphasized that Vacation plans to maintain its brand personality as it expands. “No one was going to tell us that sunscreen mousse was the next big thing,” he said, reflecting the brand’s commitment to innovation and fun.
