SPOOGE
SPF BUT FUN. ALL SCREEN, NOT JUST SUNSCREEN.
Launched at Cosmoprof July 2025
Featured in Vogue, Business of Fashion, Cosmopolitan, Essence, Mens’s Health, Byrdie, Women’s Health
Expanding into medi-spas, Amazon and premium retail
QUICK STATS
Created by a dermatologist and a mayor at a high skin cancer risk. SPOOGE isn’t just sunscreen—it’s all-screen. Mineral SPF for all day, all weather, all seasons. With melanoma rates rising in young adults and all-screen being a new idea, the brand had to be bold, cheeky, and cool.
OVERVIEW
Leaned into the bold, cheeky energy of the name SPOOGE.
Built a brand universe where each SKU (OG, Cheeky, Dew Me, Ghosted) is its own character.
Built the full brand universe - voice, messaging, visual system, and packaging.
Developed brand and packaging simultaneously so every detail told the same story.
Collaborated with Mumu Studios on stylized, playful photography + video.
OUR APPROACH
Provocative name (reframed as Shield People Optimally Outdoors, Guard Everyone)
Dermatologist-developed brand built for Gen Z while earning trust with other doctors
Crowded SPF aisle dominated by chemical SPF drugstore brands at cheaper prices
Tight launch timeline and no established identity system
CHALLENGES
Best in show at Cosmoprof July 2025 and generated industry buzz
Building a fast-growing medi-spa business
Expanded onto Amazon
Featured in Vogue, Business of Fashion, Cosmopolitan, Essence, New Beauty, and more
Coming soon to premium beauty retail
SPOOGE packaging was submitted for a 2026 DIELINE REWARD. Fingers crossed.
