Blurring the Lines of Skincare & Beauty at COOLA, Michael Rentz, Procurement Manager

In this episode of Beyond the Shelf, Michael Rentz, Procurement Manager, at COOLA discussing how their team is blurring the lines between skincare and beauty through a strong data foundation and focus on innovation.

Posted on 
October 17, 2023
Laura Foti
CMO, Specright

In this episode of Beyond the Shelf: The Product & Packaging Podcast, Laura Foti talks with Michael Rentz, Procurement Manager, at COOLA live from COOLA headquarters in Carlsbad, CA. With over 15 years of experience in various industries, including hospitality, beverage, furniture, and now beauty, Michael brings a wealth of knowledge and expertise to the table.

COOLA was founded over 15 years ago Southern California and found its niche in the region's outdoor active lifestyle and became renowned for its sunscreen products. With a commitment to using over 70% organic ingredients in every product, COOLA has gained recognition and support from customers who value healthier options.COOLA's product offerings extend beyond traditional sun care. They have expanded into skincare and beauty products that cater to their customers' needs. Michael shares how his team is pushing the boundaries of skincare and beauty, with a strong emphasis on data-educated decisions.

Below are some highlights from our conversation – you can listen to the full audio on Apple Podcasts, Spotify and Soundcloud. And be sure to subscribe to our channel to get the latest episodes as soon as they drop.

Blurring the Lines Between Skincare and Beauty

While COOLA’s roots are primarily in sunscreen, their product lines now extend beyond traditional sun care. They have expanded into skincare and beauty products that cater to their customers' needs. From lip luxes with SPF protection to scalp and hair mist sunscreens, COOLA provides options for all aspects of daily skincare routines. Each product maintains the brand's commitment to sun protection and organic ingredients.

Embracing Natural Ingredients and Sustainable Practices

One aspect that sets COOLA apart is their dedication to using natural ingredients sourced through regenerative farming practices. Their "farm-to-face" approach emphasizes not only what you put into your body but also what you put on your skin. With a focus on being vegan and cruelty-free, COOLA ensures that their products are both effective and ethical. They also make sure to use sustainable practices when it comes to their packaging.

The COOLA Customer: Active, Health-Conscious, and Trendsetting

COOLA's customer base consists of individuals who embrace an active outdoor lifestyle and prioritize healthier choices. They demand high-quality products that align with their values. As the industry trends towards more natural and organic options, COOLA continues to work closely with their ingredient suppliers to meet these evolving demands.

The Importance of Communication

COOLA values open communication, especially when collaborating on new products. By having all team members on the same page, their work is more streamlined and efficient. This also helps them get the specs right the first time when communicating with suppliers. For a brand that is so focused on sustainable and ethical practices even with extensive innovation, meeting their production goals without any hiccups is extremely important.

A Brand That Resonates

In conclusion, our interview with Michael Rentz provides valuable insights into the world of procurement at COOLA. With a focus on people-first culture, sustainable practices, and innovative product development, COOLA continues to lead the way in the beauty industry. It is exciting to see how COOLA continues to stay innovative while still keeping true to their core values. Stay tuned for more exciting episodes of the Beyond the Shelf podcast!

Listen to the whole episode here and you can connect with Michael on LinkedIn here.

To listen to more episodes of Beyond the Shelf, click here.


Laura Foti

Laura leads marketing and investor relations at Specright. Prior to Specright, she led advertising and analytics at GE Digital, GE’s Industrial Internet software business. Before that, she was a consultant at Deloitte Digital working in enterprise digital transformation, where she helped clients design and deploy eCommerce experiences, develop revenue-driving mobile apps, and reimagine their global digital marketing strategy. Laura was named to the Forbes 30 Under 30 list for marketing and advertising and Brand Innovators 40 Under 40 and 100 Women to Watch lists. She graduated from the S.I. Newhouse School of Public Communications at Syracuse University. She resides in Newport Beach, CA.

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