Sun Bum: Sunscreen for Beach Bums

Under the hot sun of Cocoa Beach, Florida, Sun Bum started in 2010 with a simple mission: to protect users from harmful UV rays using clean, friendly ingredients without sacrificing the beach lifestyle they loved. But what began as a small, passion-driven project quickly grew into one of the most recognizable sun care brands in the world, fueled by authenticity and design.

The brand’s story is as laid-back as its monkey logo suggests. The founding team didn’t initially set out to disrupt the sunscreen industry. They wanted to create products for their kids and friends that didn’t smell like medicine or feel greasy on the skin. At the time, most sunscreen brands focused on clinical effectiveness and family-friendly marketing—but few captured the spirit of the beach lifestyle in a way that felt natural and cool. That’s where Sun Bum found its edge.

Rather than go through traditional retail or mass-market advertising right away, the founders leaned into their own community. They handed out samples to local surfers and lifeguards, sponsored beach events, and relied on word-of-mouth to build early momentum. Cocoa Beach wasn’t just their home base; it was their proving ground. The beach tested their formulas, and the locals became their first loyal customers. When they saw that people genuinely loved the product, they realized they had something bigger on their hands.

From the beginning, Sun Bum’s branding was everything. The company’s name, the monkey mascot, the warm yellow/wood packaging, and the laid-back tone—it all spoke to a lifestyle rather than just a product. This approach gave them a unique advantage in a category where most competitors took a generic or overly scientific tone. Their branding wasn’t just about being different; it was about being deeply resonant. They were selling a state of mind—easygoing, carefree, but still responsible.

By 2012, Sun Bum’s retail presence expanded rapidly. Stores like Ron Jon Surf Shop and Urban Outfitters picked up the brand, helping it reach a national audience. The company didn't just rely on flashy marketing or big retail displays. They used social media—especially Instagram—to create a digital presence that felt like a personal beach diary. Photos of surfers, sunsets, skate parks, and sandy dogs made their feed a lifestyle mood board rather than a product catalog. This organic content created high engagement and strong emotional connection.

Sun Bum also understood that authenticity builds trust. They were early adopters of reef-safe and cruelty-free standards, long before those became industry-wide concerns. The brand didn't jump on trends—it set them. Their formulas were also developed with skin safety in mind, using ingredients that were clean and non-irritating. And instead of pivoting every time a new competitor emerged, they doubled down on what made them successful: staying close to their community, maintaining product quality, and keeping their beach-centric identity intact.

Their business decisions reflected this clarity. While many startups race to raise funding and scale quickly, Sun Bum took a slower, more measured path. They self-funded and remained independent for nearly a decade. This gave them the freedom to build their brand on their own terms without outside pressure to hit growth targets or chase fads. They built their team locally and created a company culture that reflected their personal values. That internal consistency translated to external loyalty.

Even as they scaled, they were careful not to lose their identity. When Sun Bum began expanding into larger retailers like Target and CVS, they approached it with intention. Their products were positioned in a way that maintained their premium, lifestyle-driven feel, even on big-box shelves. They didn’t compromise their image just to move volume. And customers noticed.

A pivotal moment came in 2019 when Sun Bum was acquired by SC Johnson. Some feared that selling to a corporate giant would dilute the brand’s identity. But the team had negotiated terms that allowed them to operate independently under SC Johnson’s umbrella. This meant they gained the distribution muscle and resources of a major company while still retaining their voice and leadership. It was a strategic move, not a sellout.

This move speaks to a larger lesson in business: acquisition doesn’t have to mean the end of a brand’s soul. If founders protect their vision and align with partners who respect it, growth can amplify authenticity rather than erase it. For Sun Bum, the acquisition allowed them to expand globally, invest in R&D (research and development), and deepen their sustainability efforts—all while keeping their monkey on the bottle and their culture intact.

Another reason for Sun Bum’s lasting success is their ability to expand thoughtfully. Instead of pumping out dozens of new products to chase trends, they kept their lineup focused. Every product launch—from hair care to lip balm to baby sunscreen—made sense within the brand’s world. There’s also something to be said about their approach to distribution. Sun Bum didn’t abandon its roots in surf shops and boutiques. Even after hitting national chains, they stayed close to their core audience by supporting local stores, sponsoring beach events, and collaborating with coastal artists and athletes. But ultimately, it's Sun Bum's brand that makes them a lasting success—from the beachy scent to the yellow-and-wood packaging, it’s simply a mood.