bakslap

What bakslap does

Bakslap is an Australian consumer-products company that designs and sells reusable lotion applicators intended to help users apply sunscreen, moisturizers, self-tanners, and medical creams to hard-to-reach body areas (notably the middle of the back). Founded in 2017 by Raphael McGowan in Sippy Downs, Queensland, the company operates as a private limited company under the legal entity IAM Products Pty Ltd. The product line centers on the Original Bakslap Lotion Applicator (an extendable handle from 21cm to 38cm paired with a detachable sponge) and the 2025-launched Bakslap Beauty Applicator, a 2-in-1 tool that combines lotion application with loofah exfoliation. Supporting accessories include replacement sponge packs (lotion, washable, and exfoliating loofah variants) and a SPF50+ detachable flap hat. The core technology is a UV-stabilized polypropylene body with color-fastener additives, designed for outdoor durability.

The business model is omnichannel hardware sales at a sub-$50 price point: direct-to-consumer e-commerce through shop.bakslap.com, marketplace distribution via Amazon Australia (which also serves as the export channel), and wholesale partnerships with 160+ retailers across Australia, including chemists, surf and sporting stores, resorts, salons, and hotels. Customer segments are diversified across consumers with mobility challenges, outdoor enthusiasts and beachgoers, beauty and skincare users, and healthcare/aged-care facilities. Marketing leans heavily on cause-driven community engagement—Melanoma March events, the Skin Check Truck initiative with the Australian Skin Cancer Foundation, a multi-year co-branded partnership with Cricks Volkswagen, and partnerships with Melanoma Institute Australia and Surf Life Saving Australia—which reinforces the brand's sun-safety and melanoma-awareness mission.

Name

bakslap

Legal name

IAM Products Pty Ltd

Website

https://bakslap.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

bakslap designs reusable lotion applicators that help consumers apply sunscreen, moisturizers, and self-tanners to hard-to-reach areas like the back. Founded 2017 on Australia's Sunshine Coast, it sells direct-to-consumer, via Amazon Australia, and through 160+ retail partners.

Ownership category

akta.pro rank

Product category

Personal Care Applicators

NAICS

Soap and Cleaning Compound Manufacturing (32561), Plastics and Rubber Products Manufacturing (326)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sponges, Puffs & Applicators (CRABAKAB)

Keywords

• Lotion applicator tools
• Sunscreen applicator devices
• Skincare application accessories
• Back applicator products
• Reusable beauty applicators

Headquarters

HQ city

Sippy Downs

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through own online store (shop.bakslap.com) selling lotion applicators, replacement sponges, and flap hats at set price points
2. Marketplace Sales: Sales through Amazon Australia marketplace enabling international reach and export opportunities
3. Wholesale Distribution: Bulk sales to retailers including chemists, surf shops, sporting stores, resorts, salons, and hotels across Australia through wholesale enquiries

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels9 records

Core offering

Bakslap designs, manufactures, and sells reusable back-and-body lotion applicators that allow users to independently apply sunscreen, moisturizers, self-tanners, and medical creams to hard-to-reach areas such as the middle of the back. Products use UV-stabilized polypropylene with an extendable handle (21cm to 37.5cm) and a detachable/interchangeable sponge system, sold primarily through DTC e-commerce, Amazon Australia, and wholesale to 160+ Australian retailers plus healthcare and aged-care facilities.

Product overview

Bakslap offers a range of lotion applicator products designed to help users apply sunscreen, moisturizers, and other skin care products to hard-to-reach areas. The core product lineup includes the Original Bakslap Lotion Applicator and the newer Bakslap Beauty Applicator (a 2-in-1 tool with both lotion and exfoliating functions). The product range is supported by various accessory packs including replacement sponges, exfoliating loofah pads, and a UV-protective detachable flap hat. All products are manufactured in Australia using UV-stabilized polypropylene plastic and are designed for reuse.

Differentiator

Problem solved

Functional benefit

Products and services

• Bakslap Lotion Applicator Original reusable multipurpose lotion applicator with an extendable handle (21cm to 37.5cm) for applying sunscreen, moisturizers, self-tanners, and medical creams to hard-to-reach areas such as the middle of the back, without assistance or messy hands.
• Bakslap Beauty Applicator 2-in-1 skincare applicator that lets users apply tanning product or lotion with one sponge, then switch to a loofah pad to exfoliate and cleanse, designed for at-home or on-the-go beauty routines.
• Original Replacement Sponge Pack Pack of three replacement sponges designed for use with the original Bakslap lotion applicator, supporting ongoing reuse of the device.
• Beauty Washable Replacement Sponges Washable replacement sponge pads for the Bakslap Beauty Applicator, enabling continued 2-in-1 lotion and exfoliation use.
• Exfoliating Loofah Sponge Packs Exfoliating loofah sponge pads for use with Bakslap applicators during shower skincare and exfoliation routines.
• SPF50+ Detachable Flap Hat One-size-fits-all sun protection hat with a detachable flap attached via four clips that can be clipped on, rolled up, or clipped off for versatile neck and ear sun protection, with a snap-back adjustment.

Quantifiable outcome

• 30,000+ customers served since 2019
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Cricks VolkswagencoreGTM or Marketing Partner · 1 January 2024Collaboration from 2024 to 2026 on custom partner packs - every new VW comes with a custom-designed gift pack celebrating sun safety. Project is a tribute to Tess and Finny (Cricks team member) who lost their lives to melanoma. Volkswagen Caddy Van wrapped with Bakslap branding for mobile sun safety awareness activation.
• Amazon AustraliacoreGTM or Marketing Partner · 1 January 2022Featured on cover of Amazon Australia's first SMB report detailing how Bakslap harnesses online stores and export opportunities. Video created as part of collaboration to share the brand story. Amazon enables effective export to international markets.
• Australian Skin Cancer FoundationcoreStrategic or Co-development PartnerSkin Check Truck partnership providing free professional skin checks at Sunshine Coast locations. Community initiative promoting early detection and melanoma awareness in region with highest skin cancer rates globally.
• Melanoma Institute AustraliacoreStrategic or Co-development PartnerOngoing partnership with donation of $1 for every product sold to support melanoma research. Collaborates on Melanoma March events and sun safety education initiatives.
• Alexandra Headland Surf ClubminorStrategic or Co-development PartnerLocal surf lifesaving club partnership aligned with Bakslap's outdoor/sun safety brand. Venue for Kickstarter launch event; ongoing community relationship on the Sunshine Coast.
• Surf Life Saving AustraliaminorStrategic or Co-development PartnerPartnership supporting surf lifesaving clubs and beach safety. Bakslap aims to work with SLSA and all 313 clubs to offer sun protection for lifesavers, volunteers, and beachgoers.
• University of the Sunshine CoastminorStrategic or Co-development PartnerUniversity campus-based operations offering internship opportunities each semester. International perspectives and student energy contribute to brand development. Accepts students studying various disciplines.
• SuncayrminorStrategic or Co-development PartnerCollaboration at Fit Kids Festival featuring Suncayr's 'SPOT MY UV' product - a spot that changes color when sunscreen reapplication is needed. Shared goal of eliminating skin cancer through innovative prevention products.
• Inkee PRminorImplementation/ SI/ Consulting PartnerPR expert Julie Coulthard from Inkee PR assisting with media releases for radio, television, and print during Kickstarter campaign and ongoing media relations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Halo Lotion Applicator: Direct competitor producing back and body lotion applicator devices — overlaps Bakslap's core product proposition (applying lotion to hard-to-reach areas without assistance) within the same product category.
• Nifty Stick: Direct competitor in the back lotion applicator category. Closely comparable product design (extendable handle + sponge) targeting the same use case of independent back-application without messy hands.
• Bondi Sands: Australian-born self-tanning and sun-care brand with global reach. Closely comparable as an Australian-built, mission-aligned (outdoor lifestyle) personal care brand expanding into export via Amazon — same home geography and adjacent product category (self-tan / sun-care).
• Sagely: US-based DTC brand selling back and body lotion applicator tools — directly competing with Bakslap's Original Lotion Applicator on the same use case (apply lotion to hard-to-reach areas without messy hands) in the same target market of self-sufficient sun-care/skincare users.

Broad incumbents

• EcoTools: Mass-market brand offering a wide range of beauty applicators and skincare tools. Comparable as an established beauty-tool portfolio where Bakslap's applicator product sits within a larger offering of brushes, sponges, and exfoliators.
• Real Techniques: Mass-market beauty applicator brand with sponges and tools. Comparable as a beauty applicator/SKU portfolio that competes for the same consumer mindshare around applicator-driven skincare routines.
• Coppertone: Global sun-care brand owned by Beiersdorf with broad SPF portfolio. Comparable as a sun-care category leader whose product range (sunscreens) overlaps Bakslap's primary use-case environment (back-of-body sun protection).
• Beautyblender: Industry-leading beauty sponge/applicator brand. Comparable as a category-defining beauty tool brand built on a proprietary sponge product — analogous business model (premium-priced single-purpose applicator tool, recurring consumables, brand-led marketing).
• Sun Bum: Established lifestyle sun-care brand with broad SPF portfolio. Comparable as a brand-led player in the sun-care category where Bakslap participates, though Sun Bum operates at much larger scale across sunscreen products rather than applicator tools.

Emerging players

• Suncayr: Innovation-led sun-safety startup (SPOT MY UV color-change sticker) and a documented Bakslap collaboration partner at Fit Kids Festival. Overlaps with Bakslap in the mission-driven skin-cancer-prevention consumer segment, intersecting on UV-awareness education initiatives.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thebakslap
• Instagraminstagram.com/_bakslap
• LinkedInlinkedin.com/company/bakslap

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 bakslap