How Vacation Turned Sunscreen Into a Nostalgic Lifestyle Brand
Ecommerce On Tap
· with Aaron Alpeter
· September 16, 2025
· 50 min
Summary
This episode breaks down how Vacation transformed sunscreen from a commodity into a desirable lifestyle brand. It offers a blueprint for ecommerce entrepreneurs on building a brand with a strong narrative, leveraging nostalgia, and navigating product development in highly regulated categories, all while highlighting the massive opportunity in the evolving skincare market.
Key takeaways
To stand out in a commoditized market, don't just sell a product, sell an experience or a feeling. Vacation leveraged nostalgia to differentiate sunscreen.
Leverage regulatory shifts as opportunities for innovation and market differentiation. The move towards mineral-based, reef-safe sunscreens created a gap Vacation filled.
Expand your brand's reach by offering both 'classic' (chemical, compliant) and 'clean' (mineral) product lines to cater to diverse customer preferences and regulatory landscapes.
Be aware of and actively lobby against loopholes that disadvantage legitimate US businesses, such as the non-resident importer record loophole, which can impact fair competition.
Explore creator commerce and influencer-driven strategies, as demonstrated by Bloom Nutrition's significant growth, to rapidly scale brand awareness and sales.
Vacation was founded by a pair of beach-loving creatives who teamed up with the mastermind behind PoolSuite FM, an internet radio station obsessed with retro leisure vibes. Together, they built a brand that’s as much about playful escapism as it is about serious sun protection. From recreating the iconic Orange Gelee tanning gel to launching Instagram-worthy whipped sunscreen, Vacation’s journey is a masterclass on community-driven branding, product innovation, and leveraging cultural nostalgia for explosive growth.Nathan and Aaron break down the science behind sunscreen, the regulatory hurdles for global expansion, and how Vacation has gone from a DTC darling to the #1 sunscreen in Target. With $40 million in revenue and serious acquisition buzz, this episode peels back the layers on what it takes to disrupt a legacy category—and why the future of sunscreen just might look like the past.https://poolsuite.net/Vacation ad: https://www.tiktok.com/@vacationinc/video/7132998444548885802(00:00) - Intro
(01:59) - Non-resident Import Record Loophole
(03:24) - Customs Fraud
(04:12) - Nutrabolt investing in Bloom Nutrition
(05:27) - Skincare Review
(07:15) - Sunscreen 101
(12:56) - Sunscreen around the World
(18:05) - Sunscreen Market
(19:22) - Vacation Founding Story
(32:08) - Brand Identity
(39:47) - Vacation Growth
(41:55) - Exit Potential
(49:27) - Closing
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Frequently asked about this episode
What does this episode say about brand building?
To stand out in a commoditized market, don't just sell a product, sell an experience or a feeling. Vacation leveraged nostalgia to differentiate sunscreen.
What does this episode say about market strategy?
Leverage regulatory shifts as opportunities for innovation and market differentiation. The move towards mineral-based, reef-safe sunscreens created a gap Vacation filled.
What does this episode say about product innovation?
Expand your brand's reach by offering both 'classic' (chemical, compliant) and 'clean' (mineral) product lines to cater to diverse customer preferences and regulatory landscapes.
What does this episode say about regulatory compliance?
Be aware of and actively lobby against loopholes that disadvantage legitimate US businesses, such as the non-resident importer record loophole, which can impact fair competition.
What does this episode say about skincare ecommerce?
Explore creator commerce and influencer-driven strategies, as demonstrated by Bloom Nutrition's significant growth, to rapidly scale brand awareness and sales.
