Thinkbaby and Thinksport

What Thinkbaby and Thinksport does

Thinkbaby and Thinksport (legally operating under the Thinkbaby and Thinksun umbrella) is a privately held specialty consumer packaged goods company founded in 2006 and headquartered in Simi Valley, California. The company manufactures and distributes mineral-based sunscreens formulated with zinc oxide as the primary UV-filtering ingredient, marketed under four sub-brands: Thinkbaby (baby-focused formulations, SPF 30 and 50+), Thinkkids (children's formulations including sticks and sprays), Thinksport (water- and sweat-resistant formulations up to 80 minutes for active adults), and Thinkdaily (everyday facial sun serums and tinted SPF). All products are positioned as free from Oxybenzone, Avobenzone, BPA, and Parabens; carry EWG Rating & Verification, dermatologist recommendations, and reef-safe certification; and span formats including lotions, sticks, non-aerosol sprays, face-specific formulas, lip balms, and after-sun aloe.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce through its thinksun.com storefront (Shopify), Amazon.com marketplace distribution (where it holds the #1 position in baby sun care), a wholesale program to retail partners with a public store locator, and affiliate/influencer referral programs. Revenue is generated via one-time unit-priced product sales ranging from $3.49 (lip balm) to $24.99 (premium duo bundles, daily serums, brush-on shields), with the 6oz family-size tube at $23.99 acting as the likely volume tier. Marketing is conducted through owned social channels (Instagram @thinksuncare, Facebook, Pinterest), email and loyalty programs, an educational Learning Center covering EWG, reef-safe, and mineral-vs-chemical topics, and earned media coverage in The Bump, Allure, Parents, People, Outside Online, and POPSUGAR. The company maintains an 11-50 employee range, has not raised institutional funding, is founder-owned, and operates globally via its own e-commerce site though core distribution concentration appears US-centric.

The business model is a bootstrapped specialty CPG with no disclosed revenue figures, parent company, or institutional investors. Competitive differentiation rests on category-leading safety credentials (mineral-only formulations, EWG and dermatologist validation), format breadth across age groups, and Amazon category leadership rather than on technology differentiation, platform effects, or AI. Customer base is mass consumer rather than enterprise, with low visibility into concentration given absence of disclosed account-level data, and growth indicators are limited to product launches and sub-brand additions without disclosed revenue or headcount trajectories.

Name

Thinkbaby and Thinksport

Legal name

Thinkbaby and Thinksun

Website

https://gothinkbaby.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Thinkbaby and Thinksport is a privately held, bootstrapped mineral sunscreen CPG founded in 2006, selling zinc oxide-based SPF products across baby, kids, sport, and daily segments via DTC e-commerce, Amazon (#1 baby sun care), wholesale, and affiliate/influencer channels.

Ownership category

akta.pro rank

Product category

Personal Care & Sun Care Products

NAICS

Health and Personal Care Retailers (456)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Mineral/Physical Sun Protection (CRABAHAC)

akta.pro secondary industries

Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN), Kids & Baby Sun Protection (CRABAHAE), Sun Protection Accessories (UV-protective sprays, sticks, on-the-go formats) (CRABAHAO)

Keywords

• Mineral sunscreen products
• Baby sun care
• Reef-safe sunscreen
• Zinc oxide sunscreen
• Personal care products

Headquarters

HQ city

Simi Valley

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of mineral sunscreen and personal care products through owned e-commerce website and Amazon.com marketplace. Revenue from one-time product purchases across Baby, Kids, Sport, and Daily categories.
2. Wholesale Distribution: B2B wholesale distribution to retail stores and authorized retailers. Products also available through Amazon and other online marketplaces.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Thinkbaby and Thinksport (including Thinkbaby, ThinkKids, Thinksport, and ThinkDaily sub-brands) manufactures and sells mineral-based sunscreen products formulated with zinc oxide as the active UV-filtering ingredient, organized across Baby, Kids, Sport, and Daily categories. The portfolio also includes ancillary personal care items such as after-sun aloe vera gel, SPF lip balm, bubble bath, and insulated sports bottles. All sunscreen products are broad-spectrum UVA/UVB, water resistant up to 80 minutes, EWG rated and verified, dermatologist recommended, and free from BPA, Parabens, Oxybenzone, and Avobenzone.

Product overview

Thinkbaby and Thinksun (including Thinkbaby, Thinkkids, Thinksport, and ThinkDaily sub-brands) is a mineral sunscreen company founded in 2006, offering a comprehensive portfolio of sun care products. The product lines include: Thinkbaby (gentle mineral sunscreens for babies with SPF 30/50 options in sticks, tubes, and clear zinc formulations), Thinkkids (mineral sunscreens designed for children including sprays, sticks, and family-size options), Thinksport (water-resistant and sweat-resistant mineral sunscreens for active adults with SPF 30/50 options in various formats including face-specific formulas), and ThinkDaily (everyday sun serums and tinted face sunscreens for daily use). All products feature mineral-based zinc oxide or titanium dioxide formulations, are EWG rated and verified, dermatologist recommended, reef-friendly, and cruelty-free. Additional offerings include after-sun care (aloe vera), lip balms with SPF protection, bubble baths, and insulated sports bottles. The company positions itself as providing clean alternatives to everyday products, free from harmful chemicals including BPA, Parabens, Oxybenzone, and Avobenzone.

Differentiator

Problem solved

Functional benefit

Products and services

• Thinkbaby Baby Sunscreens (SPF 30/50+)

Quantifiable outcome

• 80-minute water resistance across sunscreen products
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Dr. Jeannette JakuscoreStrategic or Co-development PartnerPediatric dermatologist providing professional endorsement and credibility for baby sunscreen products. Contributes to dermatologist recommended positioning and educational content.
• Dr. David FielekecoreStrategic or Co-development PartnerBoard-certified dermatologist supporting the brand's dermatologist recommended positioning. Contributes expertise to product development and consumer trust.
• Dr. Marisa GarshickcoreStrategic or Co-development PartnerBoard-certified dermatologist associated with the brand as a medical expert contributor and dermatologist recommended partner.
• Amazon.comcoreChannel Partner/ Reseller/ DistributorPrimary marketplace distribution channel where Thinkbaby holds #1 baby sun care brand position. Sells full product range through Amazon.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• EltaMD: Dermatologist-recommended sunscreen brand offering mineral and chemical SPF products; broader portfolio and stronger medical-channel distribution than Thinkbaby.
• Aveeno Baby: Mass-market Johnson & Johnson baby skincare brand with a baby sunscreen line; competes for the same parent shopper via drug, mass, and Amazon channels.
• Coppertone: Largest mass-market sunscreen brand offering mineral and chemical SPFs across baby, kids, sport, and daily—competes with Thinkbaby on Amazon and in retail.
• Banana Boat: Mass-market sun-care brand with kids, sport, and daily SPF lines distributed across grocery, drug, and Amazon—provides scale competition on price and shelf space.

Direct peers

• All Good Sunscreen: Mineral/reef-safe sunscreen brand targeting active and outdoor consumers with zinc-oxide-based SPF products sold through DTC, retail, and Amazon.
• Babo Botanicals: Baby and family personal care brand with a mineral SPF line sold through DTC, Amazon, and natural/retail channels—directly comparable in baby-segment positioning.
• Badger Balm: Independent mineral sunscreen specialist built around zinc-oxide and reef-safe formulations with a similar clean-ingredient, family-positioned brand voice.
• Blue Lizard Australian Sunscreen: Mineral sunscreen brand with strong pediatrician/dermatologist recommendations and baby/kids positioning, distributed in drugstores and via DTC.
• Goddess Garden: Mineral sunscreen company emphasizing reef-safe, botanical, and EWG-verified formulations—overlapping directly with Thinkbaby's positioning and target shopper.
• Stream2Sea: Reef-safe mineral sunscreen brand with a water-sport and outdoor positioning that overlaps with Thinkbaby's Thinksport line.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gothinkco
• Instagraminstagram.com/thinksuncare
• Pinterestpinterest.com/goThinkco

Revenue estimate

Valuation estimate

Number of profiles

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 Thinkbaby and Thinksport