For decades, sun protection felt obligatory and clinical. But these brands sought to change that and frame SPF in a more appealing way.
co-founders Lach Hall and Dakota Green were working remotely in Mexico a few years ago, slathered in SPF and sipping pina coladas poolside, they wondered why sunscreen was so boring given that the environments it’s used in are anything but. “That was the catalyst,” says Hall over Zoom from Miami against the backdrop of a pool. “And from there we looked into the category and realized that sunscreen did actually used to be a hell of a lot more fun in the ’80s, ’70s, ’60s and ’50s.
They wanted Vacation to be a transportive experience, taking users to an all-inclusive resort. To do that, they enlisted perfumers Carlos Huber and Rodrigo Flores-Roux, who developed a scent that includes notes of swimsuit Lycra, pool water, coconut, banana and bergamot. The packaging—from the fonts to the colours to the textures—evokes the ’80s. Beyond the Classic Lotion, there’s Baby Oil and Classic Whip, which dispenses like whipped cream, a dessert staple of the era.
Chandler and Jefferd launched Ultra Violette online in 2019 with three sunscreens in Yves Klein-blue tubes with neon-pastel text—the colours are a nod to the packaging of the zinc sticks applied to Aussie kids by their parents. They offer both mineral and chemical formulas as well as various textures, including a light cream, a lotion and a fluid called Queen Screen that’s similar to sunscreens found in Asia. “It has a watery kind of finish,” says Chandler.
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