Hawaiian Tropic

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.

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

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

• Sunscreen products
• Suncare formulations
• After-sun care
• Broad spectrum UV protection
• Facial sunscreen

Headquarters

HQ city

North Bergen

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Others

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Alix EarleflagshipGTM or Marketing Partner · 17 May 2026Social 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 SwimsuitcoreGTM or Marketing Partner · 13 May 2026Sports 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.
• PacsuncoreGTM or Marketing Partner · 16 April 2026Pacsun 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 PharmacycoreChannel Partner/ Reseller/ DistributorCVS 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 CareflagshipOthersHawaiian 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

Direct 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

• Xx.com/hawaiiantropic
• Facebookfacebook.com/hawaiiantropic

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hawaiian Tropic