How to make $80M in 12 months selling sunscreen. A case study with vacation.

Vacation had revenue of $80 million in 2025 by selling sunscreen and has pushed its way into the personal care space against a mountain of competitors. It has captured 1.1% of all U.S. sunscreen sales in just under 12 months. This is astonishing.

It may be similar to what million dollar shave club did to that market. It captured 1.1% of all U.S. sunscreen sales in the first 12 months.

"Vacation’s known product is packaged in a whipped cream bottle."

The brand sells itself as a living in the kind of Miami '70s era vibe. The nostalgia of the good old days. Its a great lesson on marketing and branding for anyone in the space on how to sell your product. With revenues approching $80M its clear the business is working.

The company is not all bootstrapped and did raise a series B round for over $20M but still trying to enter a saturated and very boring market is hard!