Photo via Inc.
Holly Thaggard, the entrepreneur behind the wildly successful Supergoop sunscreen brand, is pivoting to a new sector following her company's lucrative sale to Blackstone five years ago. Her latest venture, WaterOuai, represents her foray into the competitive bottled water industry, where she aims to challenge established players by addressing growing consumer concerns about water quality and packaging.
According to Inc., WaterOuai's primary differentiator is its commitment to eliminating PFAS (per- and polyfluoroalkyl substances)—chemicals commonly found in traditional water bottles and packaging that have drawn increasing scrutiny from health advocates and regulators. By offering a canned alternative free from these substances, Thaggard is positioning the brand to appeal to health-conscious consumers willing to pay a premium for perceived purity.
The move reflects broader market trends that Nashville-area business leaders and investors are watching closely. As consumer preferences shift toward healthier, more sustainable products, entrepreneurs across the Southeast are identifying niches within seemingly saturated markets. Thaggard's track record with Supergoop—building a recognizable brand that solved a specific consumer problem—suggests she understands how to identify and capitalize on emerging wellness trends.
While WaterOuai remains early-stage, Thaggard's entrepreneurial pedigree and prior success provide the startup with significant advantages in brand building and capital access. For Nashville's startup ecosystem, her venture serves as a reminder that successful founders often pursue multiple ventures, leveraging lessons from previous exits to tackle new market opportunities in emerging consumer categories.
