Photo via Inc.
Holly Thaggard, the founder behind the blockbuster sunscreen brand Supergoop, is channeling her entrepreneurial momentum into a new venture: WaterOuai, a canned water startup designed to challenge the dominance of traditional bottled water. According to Inc., Thaggard's move comes five years after she sold Supergoop to Blackstone in a major transaction that cemented her status as a beauty industry innovator.
WaterOuai distinguishes itself from competitors by offering a PFA-free (per- and polyfluoroalkyl substances-free) product in aluminum cans, addressing growing consumer concerns about water purity and environmental impact. The shift from skincare to hydration represents Thaggard's continued focus on health-conscious consumers willing to pay premium prices for quality and transparency in their everyday products.
The launch underscores a broader trend among serial entrepreneurs in the consumer goods space: leveraging successful exits to fund new ventures in adjacent or complementary markets. Thaggard's track record with Supergoop—building a brand recognized for innovation and ingredient transparency—positions her startup to appeal to the same demographic that drove her skincare success.
For Charlotte-area entrepreneurs and investors tracking emerging consumer brands, Thaggard's playbook offers lessons in scaling beauty and wellness companies. As the region's startup ecosystem continues to mature, watching how established founders execute fresh concepts in competitive categories like bottled water could inform local venture strategy and market positioning discussions.