5-Minutes With Amanda Baldwin, President of Supergoop!

Born and bred in New York City, Amanda Baldwin’s resume is indicative of her “real New Yorker” status—her career history includes an investment banking role on Wall Street and top marketing positions at iconic beauty brands Clinique and Dior.

In 2016, Baldwin shifted to under the radar after answering a headhunter call and accepting a position as President of Supergoop!, an indie beauty brand dedicated to changing the way the world thinks about sunscreen. She was attracted to the fact that Supergoop! founder Holly Thaggard created the company “with a mission, not with business.”

With Baldwin at the helm, Supergoop! developed a range of products worthy of the exclamation point, including daily face moisturizers, hand creams, hair powders and even eye shadows infused with clean ingredients and SPF 30+. Our fair-skinned, Denver-based TARRA team takes the necessity of great sunscreen seriously and we can say, without question, that we are Supergoop! converts.

What’s your secret weapon?


Favorite beauty product outside the Supergoop! family:

Dior lipstick. My shade of choice depends on my mood.

Favorite product within the Supergoop! family:


What’s your mantra?

The glass is always half full.

If you could choose anyone as a mentor, living or dead, who would it be?

Estee Lauder

When you need inspiration, where do you go?

Art museum or gallery. The Met, MOMA, Whitney and the Freize Art Fair are at the top of my list.

Describe what you were like in high school in six words or less.

Let’s just say my male counterpart was Doogie Howser in the yearbook.

Something you always have within arms reach:

The people I love

What scares you the most?

Not living up to my potential

Currently reading/watching/listening to:

How I Built This, Creativity Inc. and “Marvelous Mrs. Maisel”

Most used app on your phone?


If you had to break up with email or text, which would you dump?


If you didn’t have to sleep, what would you do with the extra time?

Spend more time with my family and friends.