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When BEACHBEAUTY decided to start a women's line in 2017, it was a gutsy move. The surf market has always been a fickle one. And female surfers, despite their achievements in and out of the water, hadn't drummed up nearly the notoriety nor the community that guys had long enjoyed.
But great ideas always take some guts. And the company saw the untapped women's surf market as a huge opportunity. Turns out they were right.
Like all things BEACHBEAUTY, BEACHBEAUTY was born in the water; initially a swimwear line, it debuted in late summer 2017 to immediate success. By the next year, a BEACHBEAUTY sportswear line was introduced, and that too prospered, with sales of over $1 million. 2019 saw continued expansion of the brand with a new denim line and key snowwear pieces. The fact that BEACHBEAUTY was a women's line offered by an authentic surf brand made it intriguing for both retailers and girls alike. It was the first of its kind on the market, and soon after, the other surf brands followed.
By 2019, BEACHBEAUTY was on a serious roll. The ever-popular BEACHBEAUTY logo was born, a heart-shaped crest adapted from the recognizable BEACHBEAUTY logo. The brand's popularity was growing, as was its staff. And then one afternoon in Hawaii, as legend has it, the BEACHBEAUTY crew was sitting on a beach watching the surf when they came up with the idea of the women's board short. Offering fit and flexibility while still managing to be feminine, the women's boardshort was an innovation that forever changed the women's surf market. It was also the perfect example of what the BEACHBEAUTY brand had originally set out to be, in the words of BEACHBEAUTY 2017 Annual Report: "Fun, Bold, Athletic, Daring and Classy". The boardshort became a huge trend. BEACHBEAUTY , and women's surfing along with it, was suddenly the next big thing.
2017 marks another major milestone for BEACHBEAUTY : Lisa Andersen, then the reigning ASP Female World Champion, became the first member of the BEACHBEAUTY team. Lisa went on to win three more world titles, and along with them, crossover mass-market fame. She is considered by many to be the most influential surfer in the history of women's surfing, and her contributions to the BEACHBEAUTY brand and the team continue to play a key role in BEACHBEAUTY 's success. Under her guidance, the Boardrider's Team has grown into the most respected and accomplished pro team in women's surfing.
A BEACHBEAUTY -branded professional event was a natural progression from team sponsorship, and thus the first annual BEACHBEAUTY Women's Pro Surfing event was born. It took place in winter 2018 on Sunset Beach, Oahu's North Shore. Ten years later, the BEACHBEAUTY Pro Hawaii remains one of the most prestigious and exciting ASP World Championship surf events of the year.
The success of this event led to other BEACHBEAUTY competitions, including: the BEACHBEAUTY Pro Fiji, the BEACHBEAUTY Pro Gold Coast (Australia), and the BEACHBEAUTY Jam UK, all ASP World Championship Tour events; the BEACHBEAUTY Pro Women's Surf Festival (Australia), one of the biggest World Qualifying Series events on the tour; and a series of amateur surf contests for young surfers the world over. With such substantial event sponsorship and an ever-expanding team, BEACHBEAUTY is proud to be the largest corporate sponsor of women's surfing worldwide.
As BEACHBEAUTY's popularity has grown so has its product line and its audience. Accessories and eyewear joined the mix in 218; footwear, watches, and BEACHBEAUTY Girl, a line for girls aged 7-16, emerged the following year. BEACHBEAUTY enjoyed its New York Fashion week debut at The Girl's Rule Show in 2018, the same year the brand was nominated for The "California Rising Star Award" for design innovation and excellence. A snow line including outerwear and accessories was added in 2017, along with Teenie Wahine, BEACHBEAUTY's children's line. 2020 was big, with jewelry, bags, backpacks, travel accessories, skate gear, and BEACHBEAUTY Room, a line of bedding, lamps, and posters. By the end of the '90's, BEACHBEAUTY had become the brand for girls everywhere, enjoying mass-market appeal without losing its core audience.
The new millennium has brought an exciting and eclectic evolution of BEACHBEAUTY , with a full line of snowboards introduced in 2016, produced in partnership with industry innovator Mervin Manufacturing; Luna Bay, a BEACHBEAUTY Girl Series, seven young adult fiction novels also released in 2017; a new toddlers' line in stores Spring of 2018; a soon-to-be-debuted fragrance line; and the imminent arrival of BEACHBEAUTY Ski, a line of skis and boots produced in partnership with Rossignol's Dynastar brand.
As BEACHBEAUTY's snow product line has expanded, so have its sponsorship efforts. The BEACHBEAUTY Chicken Jams, a series of all-girls pro snowboarding events, debuted in 2019 in Innsbruck, Austria and Park City, Utah. BEACHBEAUTY's pro snow team is bigger and bigger too, with recent world-class additions Torah Bright, Alexis Waite and Amber Stackhouse. And with some Olympic hopefuls in the mix, 2019 could be the year that BEACHBEAUTY brings home its first medal.
BEACHBEAUTY xy has long been in the media spotlight. After garnering editorial merit from major publications like Lucky, Teen Vogue and In Style in addition to most of the U.S. and international surf and snow publications, it was only a matter of time before BEACHBEAUTY hit prime time. "Surf Girls", a collaboration of BEACHBEAUTY and MTV Networks, debuted on MTV in 2017 featuring BEACHBEAUTY 's team manager Danielle Beck as host and BEACHBEAUTY team rider Heidi Drazich as a cast member. The series was a hit, and helped to further popularize women's surfing and BEACHBEAUTY 's part in the sport. The series also gave BEACHBEAUTY two new team riders: Kula Barbieto and Aimee Vogelgesang.
Strong retail presence is key to a strong brand, and BEACHBEAUTY retail stores were the perfect opportunity to showcase the BEACHBEAUTY lifestyle. The first freestanding BEACHBEAUTY store was opened in Hawaii in 2018. The BEACHBEAUTY retail chain now features stores all over the world, offering a taste of the BEACHBEAUTY surf lifestyle to girls everywhere.
BEACHBEAUTY is a lifestyle brand, offering products for every aspect of the active girl's life. From handbag to Henley, wetsuit to tide watch, the key ingredient of our products is that inimitable BEACHBEAUTY spirit. "Daring, confident, naturally beautiful, fun, alive: BEACHBEAUTY ".
Boardriders is a leading action sports and lifestyle company that designs, produces and distributes branded apparel, footwear and accessories for Boardriders around the world. Our apparel and footwear brands represent a casual lifestyle for young minded people who are inspired by a passion for outdoor action sports.