Meet the women behind Melbourne ‘skinscreen’ brand Ultra Violette
Two Melbourne friends who gave an everyday product a “sexy” makeover have revealed business is “thriving” despite the pandemic.
Two Melbourne friends have become a lockdown success story after giving sunscreen a “sexy” makeover.
Rebecca Jefferd 44, and Ava Matthews, 34, created Ultra Violette – a skincare and sunscreen hybrid – and it’s now stocked in Sephora stores across Australia and has just launched in Hong Kong.
The mates, who met while both working for a beauty retailer, drew on their industry knowledge when creating the brand after spotting the vital skincare product was rarely considered by large beauty brands.
They also knew most consumers were only using SPF at the beach or on holiday when it needs to be worn every day.
So the friends set out to create a sunscreen with skincare benefits; one that doesn’t affect make-up or cause breakouts and that people will want to wear daily.
“From the way they look, feel and smell to where they’re sold, there’s nothing sexy about sunscreens – and they’re the most important product in a skincare and beauty regimen,” Ava told news.com.au.
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It took two years for the duo to perfect the formulas on the brand’s first products – which are all TGA registered and made in Australia – before launching in January 2019.
Using clever marketing tools such as Instagram and collaborating with influencers, things were off to a flying start for the brand – including launching in Sephora Australia in February this year.
But a month later, the pair found themselves in the midst of the pandemic and feared the worst.
“2020 has been a truly unbelievable year in many ways,” Bec said.
“Firstly, there was the supply chain impact with everyone being under lockdown from March to June and then Victorians from July to October.
“Then there was the (arguably much more important) human impact. With lives turned upside down, livelihoods put into question and health concerns at the forefront, people wanted a routine that made them feel one of a few things.”
As a result, Bec and Ava decided they wanted to position Ultra Violette as a brand that played a “small but positive role in people’s days”.
They began adding personal touches to orders such notes, lollies and gifts with purchases such as hand sanitiser.
“It has definitely been a year we will never forget, but thankfully Ultra Violette has survived and thrived.”
Recently, the SPF-loving duo launched a new product “Lean Screen”, a mineral sunscreen with a zinc-based formula created specifically for those with sensitive and acne-prone skin who typically struggle with the usual thick, heavy versions.
“We sold one every 30 seconds during our first week and will likely sell out soon, which isn’t really a mark of honour for us as we’d like to have everything in stock 100 per cent of the time,” Ava said.
“We didn’t anticipate such huge demand to be honest. Zincs are really hard to work with – they can be thick and greasy as well as leaving that dreaded white cast, all things we wanted to avoid.”
The $45 newbie joined three other facial sunscreens in the Ultra Violette line-up – including the brand bestseller, “Queen Screen”, which retails for $47 and has a “serum consistency with a lot of glow” that Ava described as “different to anything out there”.
“It’s also basically invisible on skin so really works for all skin tones,” she explained, adding: “It is the product I’m most proud of as we get a lot of feedback that this is the one that changed their opinion of sunscreen and are now daily SPF users as a result.”
There’s also a variety of lip balms with sun protection in them and a sunscreen for the body.
The brand also recently landed on The Iconic’s new Beauty & Wellness platform and launched in Hong Kong in the middle of lockdown – earning the company’s status as a multimillion-dollar Australian business – but the mates take the success all in their stride.
“It feels to us like Ultra Violette is only just getting started,” Bec said.
“In the short-term we are really looking forward to a fun summer ahead after the year that has been.
“We also have some summer sets launching in November that are perfect for handbags/beach bags, or wrapped up under a tree.
“Next year we have a massive amount on. After launching Ultra Violette into Hong Kong during COVID lockdown, we have at least two more international markets planned for 2021 – even if we can’t physically get on a plane ourselves.
There’s also a “killer new product” in the works, one that Bec said is currently in the testing phase and showing “some fantastic early results”.
Ava said there was one moment when they allowed themselves a well-earned pat on the back.
“Someone recently told me that Ultra Violette has made ‘sunscreen sexy’, and when I heard that I thought, perfect, we’ve done our jobs,” she said.
Continue the conversation @RebekahScanlan | rebekah.scanlan@news.com.au