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Australian sun care line Naked Sundays is gearing up for international expansion.
On July 14, it will debut on Ulta Beauty’s website, and will launch into 800 Ulta Beauty stores in March 2025. The brand is postponing its US brick-and-mortar rollout until next spring so that it can be present for a full summer season for its debut.
Founder Samantha Brett said she was always very sure that the US would be a key market for the brand, and even went to the extent of formulating all the products to meet US requirements for sunscreen — some sun protection filters that are allowed in Australia and the EU are not permitted in the US. It launched into 1,200 Shoppers Drug Mart stores in Canada in June, and over 900 US Target stores at the end of February.
“I always said I wanted to be an international brand and not exclude any markets. I had this idea to make sunscreen accessible and fun and easy to use for everyone, especially younger people that hated sunscreen,” said Brett. Naked Sundays offers unconventional sun protection products such as lip oils, tinted serums and products with iridescent or light-reflecting qualities.
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Brett said Naked Sundays was introduced to Ulta Beauty through its Australian retailer, Mecca, and she believes the brand’s format innovation will appeal to US customers. Naked Sundays launches around ten products per year, all with a sun protection factor of 50.
“[We offer products] that are super fun, cool, sexy and good for your skin,” she said.
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