Hawaiian Tropic
Hawaiian Tropic is a heritage suncare brand under Edgewell Personal Care that produces broad-spectrum UVA/UVB sunscreens, after-sun care, and lifestyle products formulated with island-inspired botanicals, sold globally through mass, drug, grocery, specialty, and e-commerce retail channels.
- Company typePrivate
- Founded1970
- HeadquartersNorth Bergen, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hawaiian Tropic does
Hawaiian Tropic is a heritage suncare brand founded around 1969–1970 and currently operating as a wholly-owned subsidiary of Edgewell Personal Care Company (NYSE: EPC), with corporate direction housed at Edgewell Personal Care Brands, LLC in Shelton, Connecticut and consumer care operations in Livingston, New Jersey. The company produces broad-spectrum UVA/UVB sunscreen, after-sun care, and related personal care products formulated with island-inspired botanical ingredients including papaya, mango, passion fruit, plumeria, guava, and aloe. Its product portfolio spans body sunscreens, facial SPF products (including the Glowing Protection Face Cream SPF 50 launched in the UK in June 2025), after-sun treatments (Hydrating After Sun Skin Nourishing Oil, Lime Coolada After Sun Moisturizer), and lifestyle extensions such as the Plumeria + Coconut Candle, with a recent apparel collaboration through Pacsun. Under the CARES Act, sunscreens SPF 15+ are FSA/HSA eligible, which the brand actively markets.
Hawaiian Tropic reaches consumers through a multi-channel go-to-market spanning owned e-commerce (hawaiiantropic.com with free shipping over $20 to the contiguous 48 US states), major online marketplaces (Amazon, Target, Walmart), and physical retail across mass, drug, grocery, and specialty channels, with named retail relationships including CVS's ExtraCare loyalty program. International presence is established via regional websites in 11 countries across North America, Latin America, Europe (UK, Spain, Germany, Italy, France, Greece), and Asia-Pacific (Australia, New Zealand). Revenue is generated through one-time consumer product purchases at unit pricing in the low double-digit USD/GBP range for specialty SKUs.
The brand's commercial strategy emphasizes lifestyle and influencer-driven marketing rather than pure performance claims, exemplified by 2026 flagship campaigns with social media personality Alix Earle, an official suncare partnership with Sports Illustrated Swimsuit (2026 Swimsuit Issue and Swim Week), and a second-year collaboration with Pacsun on an 11-piece apparel and swimwear collection. The brand operates under parent Edgewell's legal, HR, finance, and strategic functions, and is exposed to an ongoing Santa Clara County DA lawsuit alleging misleading 'reef-safe' and 'Hawai'i compliant' advertising claims, which represents both a regulatory and reputational risk to environmental marketing positioning.
Hawaiian Tropic firmographics
Firmographics- Name
- Hawaiian Tropic
- Legal name
- Edgewell Personal Care Brands, LLC
- Website
- https://hawaiiantropic.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hawaiian Tropic is a heritage suncare brand under Edgewell Personal Care that produces broad-spectrum UVA/UVB sunscreens, after-sun care, and lifestyle products formulated with island-inspired botanicals, sold globally through mass, drug, grocery, specialty, and e-commerce retail channels.
- Ownership category
- akta.pro rank
Hawaiian Tropic industry classification
Industry- Product category
- Suncare Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Sunscreen (Body) (CRABAHAB)
- akta.pro secondary industries
- Sunscreen (Face) (CRABAHAA), Sun Care & After-Sun (Non-color) (CRADANAH), Chemical Sun Protection (CRABAHAD), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)
Keywords
Where Hawaiian Tropic is headquartered
LocationHeadquarters
- HQ city
- North Bergen
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Hawaiian Tropic business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Consumer Sunscreen and Suncare Products: Hawaiian Tropic generates revenue through the sale of sunscreen, after-sun care, and sun-related personal care products to consumers through retail and e-commerce channels. Products include various SPF levels, face-specific formulas, body sunscreens, and after-sun treatments. Revenue is generated through one-time product purchases at retail and online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer Sunscreen Products |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Hawaiian Tropic product offering
Product offeringCore offering
Hawaiian Tropic manufactures and sells broad-spectrum UVA/UVB sunscreen and suncare products for individual consumers, including body sunscreen lotions, facial sunscreen (SPF 50 face cream), and after-sun care products (skin nourishing oil, aloe vera moisturizer). Products are formulated with island-inspired botanicals such as papaya, mango, passion fruit, plumeria, guava, and aloe, and are sold through owned e-commerce, major online marketplaces, and mass, drug, grocery, and specialty retailers in the United States and internationally.
Product overview
Hawaiian Tropic is a suncare brand under Edgewell Personal Care with over 50 years of history. The core product portfolio centers on sunscreen products (SPF 15+) providing broad-spectrum UVA and UVB protection, formulated with island-inspired botanicals including papaya, mango, passion fruit, plumeria, guava, and aloe. The brand expanded into after-sun care products (Hydrating After Sun Skin Nourishing Oil, Lime Coolada After Sun Moisturizer), facial sunscreens (Glowing Protection Face Cream SPF 50), and lifestyle products (Plumeria + Coconut Candle). Recent collaborations include a Pacsun apparel and swimwear collection. Products are available at major retailers including Target, Walmart, and Amazon, as well as the brand's own e-commerce site.
Differentiator
Problem solved
Functional benefit
Products and services
- Hawaiian Tropic Sunscreen Collection A comprehensive line of sunscreen products providing broad-spectrum UVA and UVB protection, formulated with island-inspired botanicals including papaya, mango, passion fruit, plumeria, guava, and aloe. Sold to consumers through Target, Walmart, Amazon, and the brand's e-commerce site.
- Glowing Protection Face Cream SPF 50 A high-SPF facial sunscreen product launched in June 2025 for the UK market, providing SPF 50 protection for facial skin and a glowing finish.
- Hydrating After Sun Skin Nourishing Oil An after-sun care product launched in June 2025 for the UK market, designed to nourish and hydrate skin after sun exposure.
- Lime Coolada After Sun Moisturizer A burn relief after-sun moisturizer containing aloe vera, formulated to soothe and moisturize sunburned skin areas.
- Plumeria + Coconut Candle A scented candle bringing the Hawaiian Tropic plumeria and coconut fragrance into the home, sold in the US market as an alternative to discontinued fragrance mists.
Quantifiable outcome
- Good Housekeeping Beauty Lab recommended Hawaiian Tropic Skin Defense SPF 50 as a budget-friendly alternative to premium sunscreens
- +1 more outcomes
Companies that use Hawaiian Tropic
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Hawaiian Tropic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hawaiian Tropic partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and core.
- Alix EarleflagshipSocial media personality Alix Earle collaborated with Hawaiian Tropic on a 2026 summer suncare campaign featuring a dance-themed music video set to Divinyls' 'I Touch Myself'. The campaign aims to modernize the suncare category and boost brand relevance among sun lovers, featuring choreography by Grammy award-winning Robbie Blue.
- Sports Illustrated SwimsuitcoreSports Illustrated Swimsuit is the official suncare partner of Hawaiian Tropic with activations planned around their 2026 Swimsuit Issue and runway show during Swim Week. This partnership positions the brand in front of beach and swimwear-focused audiences.
- PacsuncorePacsun partnered with Hawaiian Tropic for their second summer collaboration, releasing an 11-piece collection of apparel and swimwear priced from $29 to $60. The collection is inspired by golden-hour aesthetics and beach culture, available exclusively at Pacsun stores and online. The collaboration follows the success of their first partnership.
- CVS PharmacycoreCVS pharmacy runs ExtraCare loyalty program deals featuring Hawaiian Tropic products during promotional periods like Amazon Prime Day week, offering ExtraBucks rewards and discounts on sunscreens and beauty products.
- Edgewell Personal CareflagshipHawaiian Tropic is a brand under Edgewell Personal Care, a global consumer products company. Edgewell owns the brand and handles corporate functions including legal, HR, finance, and strategic direction.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Hawaiian Tropic competitors and assessment
Company assessmentDirect peers
- Banana Boat: Sister brand under Edgewell Personal Care offering similar broad-spectrum sunscreen and sun care products. Directly comparable in product category, distribution channels, and target consumer, but positioned more on sport/active lifestyle versus Hawaiian Tropic's tropical/sensory positioning.
- Coppertone: One of the most recognized U.S. sunscreen brands, owned by Beiersdorf. Competes head-to-head in body and facial sunscreen SKUs across the same mass, drug, and grocery channels, with comparable SPF ladder and family-focused positioning.
- Sun Bum: California-based sun care brand with a similar tropical/lifestyle positioning and broad mass-retail distribution. Competes directly on beach/surf culture brand identity, mineral and chemical SPF formulations, and lip balms/after-sun adjacencies.
- Australian Gold: U.S. sun care and tanning brand with overlapping body sunscreen, after-sun, and tanning oil categories. Distributed in the same mass, drug, and specialty retailers with a beach/outdoor lifestyle positioning comparable to Hawaiian Tropic.
Broad incumbents
- Neutrogena Sun Care: Mass-market sun care line within Johnson & Johnson's broader Neutrogena skincare portfolio. Competes in the same drug and mass channels with comparable SPF range, plus dermatological/clinical positioning that overlaps Hawaiian Tropic's facial SPF products.
- Nivea Sun: Beiersdorf's global sun care line distributed across the same European markets where Hawaiian Tropic operates (UK, Germany, France, Spain, Italy, Greece). Comparable product breadth across body, face, kids, and after-sun segments with a heritage mass-market positioning.
- La Roche-Posay Anthelios: L'Oréal-owned dermatological skincare brand with a market-leading Anthelios sunscreen line. Overlaps with Hawaiian Tropic in facial SPF, particularly for sensitive-skin and post-procedure consumers, but positioned in the clinical/premium tier.
Emerging players
- Supergoop: Premium SPF-focused brand with strong facial sunscreen and skincare-meets-sun positioning. Competes most directly with Hawaiian Tropic's Glowing Protection Face Cream SPF 50 in the daily-wear facial SPF category, but at a higher price point and DTC-led distribution model.
- Sol de Janeiro: Body care brand with a strong tropical/brazilian scent identity and lifestyle positioning that mirrors Hawaiian Tropic's sensory brand cues (plumeria, coconut, guava). Competes for the same consumer mindshare around tropical-scented body and after-sun products, though Sol de Janeiro is not an SPF brand.
- Alba Botanica: Hain Celestial-owned natural/botanical sun care brand that competes most directly with Hawaiian Tropic's botanical ingredient positioning. Sells in similar natural food and drug channels with mineral and plant-based sunscreen formulations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Hawaiian Tropic social profiles
Digital presenceHawaiian Tropic compliance and trust
Trust signalCompliance1 record
Hawaiian Tropic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hawaiian Tropic leadership team
Management profileNumber of profiles
Profiles1 record
Hawaiian Tropic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hawaiian Tropic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hawaiian Tropic
What does Hawaiian Tropic do?
Hawaiian Tropic manufactures and sells broad-spectrum UVA/UVB sunscreen and suncare products for individual consumers, including body sunscreen lotions, facial sunscreen (SPF 50 face cream), and after-sun care products (skin nourishing oil, aloe vera moisturizer). Products are formulated with island-inspired botanicals such as papaya, mango, passion fruit, plumeria, guava, and aloe, and are sold through owned e-commerce, major online marketplaces, and mass, drug, grocery, and specialty retailers in the United States and internationally.
Is Hawaiian Tropic a public or private company?
Hawaiian Tropic is a private company. It is classified as corporate owned and is currently operating.
When was Hawaiian Tropic founded?
Hawaiian Tropic was founded in 1970. It employs 11 to 50 people.
Where is Hawaiian Tropic based?
Hawaiian Tropic is headquartered in North Bergen, United States, in the North America region.
How does Hawaiian Tropic make money?
One revenue line is on record: consumer Sunscreen and Suncare Products.
Who are Hawaiian Tropic's main competitors?
Direct peers on record are Banana Boat, Coppertone, Sun Bum and Australian Gold. Broad incumbents are Neutrogena Sun Care, Nivea Sun and La Roche-Posay Anthelios. Emerging players are Supergoop, Sol de Janeiro and Alba Botanica.
Does Hawaiian Tropic have an API?
No public API is recorded for Hawaiian Tropic.
What industry is Hawaiian Tropic in?
Hawaiian Tropic's product category is Suncare Products. Its primary akta.pro industry code is CRABAHAB, Sunscreen (Body), with a secondary code of CRABAHAA, Sunscreen (Face). Its NAICS code is 456120 and its SIC code is 2844.