Started 30 years ago, organic body care company W.S. Badger is in the middle of a brand evolution, including new sunscreen products and new brand imagery to reflect the company’s values.
“I’m always excited about innovation and what products we can create,” says Rebecca Hamilton, co-CEO. “We work with food chemistry in a cosmetic space. That’s particularly exciting. We have opportunities to create products that are a really high level of purity and safety. My goal right now is this idea of how do we create products that are obsession-worthy that you
can trust?”
A few years ago, the company unveiled a redesign, including a new logo and updated packaging that reflected their product’s simple ingredients and the company’s commitment to the planet. In recent years, the company also introduced a new sunscreen. Sunscreen is more than half of the business, Hamilton says, and Badger has long offered infant, kids, and sports sunscreen. Recently, the team set about making a daily sunscreen with four ingredients, which became Badger’s first patented sunscreen made for daily use.
The company, based in Gilsum, was started in 1995 by co-founders Katie Schwerin and Bill Whyte. Today, their daughters, Hamilton and Emily Schwerin-Whyte, are the second-generation family owners and co-CEOs. In addition to sunscreen, Badger offers products ranging from bug repellents, pregnancy and baby care, and hair care to moisturizers and other face care products.
The company employs about 100 people and is a certified Benefit Corporation, or a B-corp, which means the business demonstrates high social and environmental performance.
While the company focuses on scaling, a commitment to values is crucial. One example is Badger’s focus on its employees, Hamilton says. Badger offers daily organic lunches for team members, one element of the company’s employee wellness program. “I’m proud that we’ve been able to scale and keep our mission and values as a business,” Hamilton. “That’s been something that’s been very intentional and very important for us.”
