The Interview: Naked Sundays founder Samantha Brett on making suncare sexy and driving global growth

Founded by former news anchor Samantha Brett in 2021, Naked Sundays was born out of a personal mission. Having covered stories for hours under the harsh Australian sun, Brett witnessed firsthand the long-term effects of UV exposure. Members of her news crew, constantly outdoors, began to suffer from serious sun damage - some even developing melanoma.

Realising the urgent need for effortless, effective sun protection, she set out to create Naked Sundays, infusing trending skincare and makeup products with SPF50.

Since its launch, the business has grown more than 1113%, establishing itself as a trusted source of SPF.

It launched at Boots UK last month, reflecting the brand's fifth international retail partnership in the past year, with earlier launches into Sephora UK, Ulta Beauty, Target, Amazon, and Shoppers Drug Mart in Canada.

In this exclusive interview with TheIndustry.beauty, Brett speaks about the rise of Naked Sundays, how the brand builds and nurtures connections with consumers, how it targets UK consumers, her ambitions, and more.

What inspired you to launch Naked Sundays?

As a former TV news presenter in Australia, I was constantly in the sun, yet I found it nearly impossible to reapply sunscreen over a full face of makeup without ruining it. That sparked the idea: what if SPF could be wearable, re-applicable, and actually fun to use? I wanted to create products that didn’t feel like a chore but felt like part of your beauty routine - effortless, effective, and aesthetically driven. That’s how Naked Sundays was born.

Can you tell me about the product range and how this has developed since launch?

We launched with just one hero product: our SPF50 Hydrating Glow Mist, which was the first of its kind in Australia. From there, the range has grown to include innovative SPF-makeup hybrids like BeautyScreen SPF50 tints (launching May 2025 exclusively in Sephora), CabanaGlow (our SPF glow drops with illuminating pigments), and PoutScreen - a lip oil with SPF50 (not launching in the UK until the first quarter of 2026).

We now have over 15 products, including mineral options, SPF sticks, and body products, all designed to make sun protection easier, more exciting, and makeup-friendly.

What sets Naked Sundays apart from other brands in the market, particularly SPF brands?

We’re not just another sunscreen brand, we’re redefining SPF as part of your daily beauty routine. Our focus is on world-first innovations, trendsetting formulas, and aesthetics that Gen Z and beauty lovers actually want to wear. Every product is multi-functional, high-performance, and designed to work with makeup, not against it. Plus, we're 100% vegan, cruelty-free, and created in Australia, where sun protection isn’t optional, it’s essential.

What were some of the key marketing strategies that helped Naked Sundays grow, especially in a competitive skincare market?

We leaned into what made us different: SPF + Beauty, fun branding, and true innovation. Our early success came from viral moments on TikTok and Instagram, where creators and customers showed off the texture and reapplication benefits. Also word-of-mouth has really driven the momentum.

How important is community for Naked Sundays and how do you build and nurture connections with your customers?

Community is everything to us. From day one, we’ve listened to our audience - they’ve helped shape product development, shade ranges, and even packaging updates. We’re constantly engaging on social media, spotlighting real users, and building two-way conversations through DMs, TikTok, and live events. Our customers are the heart of the brand, and we treat them like collaborators, not just consumers.

Can you tell me about the brand’s launch at Boots? What do you hope to achieve from this retail partnership?

Launching at Boots is such a milestone for us. It’s our first major retail expansion into the UK, and we are so excited to bring Naked Sundays to even more people in-store.

Boots is iconic - it’s where beauty meets accessibility, and we hope this partnership allows customers to experience our textures, shades, and formulas IRL. Our goal is to become the go-to SPF brand for UK beauty lovers who want more than just basic sun protection.

How do you target UK consumers? Is this different to other markets? 

The UK consumer is incredibly savvy, there’s a strong awareness around ingredients, textures, and clean formulations. So we highlight our lightweight feel, non-greasy textures, and invisible finish on all skin tones. Unlike Australia, where SPF is almost cultural, in the UK we focus more on education - showing how SPF fits into your beauty routine year-round, not just for sunny holidays.

Are there any new product innovations or expansions you’re particularly excited about in the near future?

Yes, always! Innovation is at the core of what we do. We’ve got some game-changing SPF formats launching soon that will make reapplying sunscreen even easier, plus a few exciting collaborations in the works. We’re also expanding our range of shades and textures to continue pushing inclusivity in SPF.

What were some of the challenges you faced in growing Naked Sundays and how did you overcome them?

One of the biggest challenges was educating people about why reapplying SPF is so critical—and making that process easy and enjoyable. We overcame that by launching user-friendly formats like the Mist and Glow Stick that make reapplication seamless. As a founder, wearing many hats was also tough, especially in the early days, but building a passionate, expert team has made all the difference.

What advice would you give to other aspiring entrepreneurs looking to break into the beauty industry?

Solve a real problem. Find your niche and focus on why you’re different. The beauty market is saturated, but there’s always room for innovation. Don’t try to please everyone - speak directly to your core audience, stay authentic to your mission, and keep pushing forward even when things get tough.

What are your ambitions for Naked Sundays in the UK and/or generally?

Our aim is always to reduce the rates of skin cancer globally by making suncare people want to wear. We are aiming to become the UK’s #1 SPF brand for beauty lovers. Long-term, our ambition is to make SPF part of every person’s beauty routine, globally. Whether it’s through retail partnerships, viral products, or category-first innovations, our goal is to make sun protection sexy, accessible, and non-negotiable.