In this episode of How They Scaled It, host Courtney sits down with Cat Lepetit, founder of Sun Drunk—a beach lifestyle brand that turns the feeling of a perfect sun-soaked day into products that embody joy, ease, and sustainability. If you’ve ever felt that blissful, slightly dazed happiness after a long day by the ocean, this is the story behind the brand that bottled that vibe.
When the Beach Becomes a Business Spark
For Cat Lepetit, Sun Drunk wasn’t born from a traditional business plan—it came from a feeling. After a carefree day at a Florida sandbar, Cat came home sun-kissed, salty, and euphoric. “I felt drunk on sun,” she recalls. That emotion—relaxed, present, elated—became her brand’s guiding light. As a lifelong beach lover with roots in the South of France and California, Cat was intimately familiar with what worked (and what didn’t) at the beach. She noticed the market was saturated with beach gear targeting either surfer bros or grandmas with flamingo prints. There was nothing for someone like her: a mom of three boys who still wanted something stylish, functional, and eco-conscious.
Unlearning Corporate to Build Authentically
Cat brought decades of experience leading merchandising and strategy at Sephora, Unilever, and LVMH—but launching Sun Drunk meant letting go of everything she knew. “I tried to erase what I learned and start from zero,” she admits. Without the luxury of huge budgets or teams, Cat focused on what felt real. She made every decision intentionally—from trademarking Sun Drunk to refusing to compromise on sustainable materials despite the high costs. Her authenticity has become one of the brand’s greatest strengths.
Pop-Up Hustle and Grassroots Learning
Instead of diving straight into paid ads or digital growth hacks, Cat went local—literally. She spent her first year at farmers markets, beach events, and health-focused pop-ups, selling Sun Drunk’s products directly to customers. “It was the best learning experience ever,” she says. Every conversation became a micro-focus group. Every pop-up, a chance to refine the product line and messaging. This boots-on-the-sand approach helped her identify her true customer: someone who values quality, simplicity, and connection over hype or trends.
Now, with a deeper understanding of her audience and a loyal customer base, Cat is ready to scale. Her grassroots foundation has given Sun Drunk something that many brands lack—soul.
Eco-Conscious, No Compromises
Sustainability isn’t a buzzword for Cat—it’s the foundation of Sun Drunk. From lightweight, Turkish-style towels to clean sun care, she prioritized eco-conscious design at every step, even when it meant lower margins. “I will never compromise. If I do, the whole brand flops,” she states. Her conviction only strengthened after mother nature halted business operations, reminding her why climate-conscious products are essential.
She’s not chasing the trendiest materials or the latest innovation for the sake of it. “I don’t believe in innovation for the sake of innovation,” Cat explains. Instead, she’s digging into traditional craftsmanship and heritage methods—like centuries-old towel weaving techniques—to create products that are timeless, not disposable.
Sun Drunk Isn’t a Towel Company—It’s a Vibe
At its core, Sun Drunk is about more than beach gear. It’s about belonging. “My brand is a vibe,” Cat says. Her customers don’t just buy towels or sun care—they join a tribe of people who know how to savor the moment, live fully, and love the sun. That energy has become a magnet, drawing customers who feel a personal connection to the brand.
As Cat looks ahead, she’s thinking big—beach bars, brick-and-mortar shops, experiential spaces. But one thing will remain unchanged: her refusal to follow the crowd. “My compass is to not do what everybody’s doing,” she says. “I’m just going to follow my gut.”
Want to hear the full conversation?
Listen to Episode 12 of How They Scaled It on Spotify: https://open.spotify.com/episode/1BZwMVHL16ixYssDcfukxX
If you’re a DTC founder looking to scale smarter, let’s talk. Right Left Agency helps brands like yours harness psychology-driven marketing for real growth. Get in touch today!
To learn more about Sun Drunk, visit Sundrunkworld.com.
