Episode
Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023)
How I Built This with Guy Raz · Jul 6, 2026 · 1 h 19 min
Tom Rinks got his start in the commission-only "shark tank" of midwestern furniture sales. That’s where he learned what makes customers buy. Decades later, those instincts helped him grow a joke of a side hustle into a $400 million success. In 2009, he created the iconic branding for an obscure sun tan lotion, drawing on a mish-mash of surf culture, Scandinavian furniture, and Japanese…