What was the inspiration behind launching your product/brand?

Suntribe was born from a deep concern for both our skin and the planet. While living in Australia, our co-founder Karl Roos witnessed firsthand the harmful effects of chemical sunscreens on coral reefs. This sparked his interest in finding safer alternatives.

Upon returning to Sweden, Karl's concerns were validated when he discovered that studies conducted at Lund University highlighted the detrimental health effects of conventional sunscreens containing chemical UV filters on humans and the environment.

Motivated by this knowledge, Karl collaborated with his classmates Hampus and Julia at Lund University to create Suntribe in 2017. Our mission was clear: develop worry-free sunscreens made from 100% natural ingredients, free from synthetic chemicals, and safe for both people and the planet. And that's what they set out to do, offering worry-free natural sunscreens since 2017.

“Our mission was clear: develop worry-free sunscreens made from 100% natural ingredients, free from synthetic chemicals, and safe for both people and the planet.”

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

At Suntribe, our commitment to safety and sustainability sets us apart in the sunscreen industry. We use 100% natural and organic ingredients, ensuring our products are free from synthetic chemicals and safe for both people and the planet. Our sunscreens are packaged sustainably, reflecting our dedication to environmental responsibility.

Our products have received high ratings from reputable organizations such as EWG (Environmental Working Group): Many of our sunscreens are EWG Verified®, meeting strict criteria for ingredient safety and transparency. Aswell as INCI Beauty: Our sunscreens score highly, with some products rated as high as 18.9/20, indicating excellent ingredient safety profiles.

By choosing Suntribe, you're opting for effective sun protection that prioritizes your health and the environment.

What are your brand values?

At Suntribe, our mission is to provide worry-free sun protection that harmonizes with both your health and the environment. Our core values include:

Safety First: We formulate our products exclusively with natural and organic ingredients, ensuring they are free from synthetic chemicals and safe for both people and the planet.

Sustainability: We prioritize eco-friendly packaging solutions, such as recyclable sugar cane tubes and aluminum tins, to minimize environmental impact.

Transparency: We believe in full transparency about our ingredients and processes, allowing customers to make informed choices.

Functionality without compromise: Our products are designed to perform in real-world conditions, ensuring effective sun protection without sacrificing safety or environmental responsibility.

By upholding these values, Suntribe aims to offer sun protection solutions that you can trust—safe for you, your loved ones, and the planet.

Walk us through your development process — from ideation to the product we see on the shelf.

At Suntribe, our development process is guided by our commitment to safety, sustainability, and transparency:

1) Ideation: We identify needs for new products that align with our mission to protect people and the planet.

2) Formulation: Combining high-tech production with traditional methods, we craft products with a minimal number of high-quality, certified organic ingredients, free from synthetic chemicals.

3) Testing: All products undergo rigorous testing, including ISO-certified SPF and UVA protection tests, as well as cosmetic safety assessments in line with EU regulations.

4) Sustainable Packaging: We choose the most suitable packaging that combines sustainability and functionality.

5) Distribution: The product is ready to be shared with the world! We ship out the new product to customers using plastic-free packaging.

By maintaining transparency at every step, we ensure that our customers can trust the products they use.

What are your hero ingredients?

At Suntribe, our hero ingredients are carefully selected to ensure effective sun protection while nurturing your skin and preserving the environment. We combine mineral UV-filters with natural waxes, butters and oils:

Non-Nano Zinc Oxide: This mineral UV filter provides broad-spectrum protection against UVA and UVB rays. It's non-nano, meaning the particles are not small enough to penetrate the skin or harm marine life, making it reef-safe.

Organic Coconut Oil: Rich in fatty acids, it moisturizes and softens the skin, helping to prevent moisture loss from sun exposure.

Organic Cacao Butter: Packed with antioxidants, it nourishes the skin and adds a pleasant, natural scent to our sunscreens.

Organic Shea Butter: Known for its deep moisturizing properties, it helps soothe and repair dry or sun-exposed skin.

Organic Sunflower Oil: A lightweight oil that hydrates and supports the skin's barrier function, rich in vitamin E and essential fatty acids.

Vitamin E (Tocopherol): A powerful antioxidant that protects the skin from free radical damage and helps maintain skin health.

Other than your company, what is something you are passionate about?

Outside of Suntribe, I have a deep appreciation for the ocean and staying active. Surfing provides an unrivaled sense of freedom and connection to nature for me. I also enjoy other sports such as acrobatics, skating and kickboxing.

When I'm not outdoors, I enjoy reading, and cooking allows me to unwind and experiment with flavours in the kitchen.

What is one major lesson you learned about running a business?

One major lesson I've learned is that building a business takes time and a lot of passion. However, if it's truly aligned with your values and you manage to build a highly motivated team, there's no limit to how far you can take an idea.

What are some challenges you have overcome with your brand?

A significant hurdle has been developing sunscreen formulations that match the performance and feel of conventional cosmetics, but without any harmful chemicals. Achieving this balance requires extensive research and testing to ensure our products are both effective and safe for people and the environment. With every new product launch we're getting closer to providing safe alternatives for all conventional sunscreen products out there, to allow as many people as possible to switch to mineral sunscreens!

What would you say is your most effective marketing channel? Has it changed over time?

In the early days of Suntribe, our most effective marketing was personal and grassroots. We introduced our products directly to customers at fairs, markets, and by engaging with shop owners. These face-to-face interactions were invaluable for building trust and gathering feedback.

As we've grown, our most impactful channels have become Instagram and our blog. Instagram allows us to connect with our community, sharing our values in an engaging way. Our blog provides in-depth articles on sun protection, ingredient safety, and environmental topics, aligning with our commitment to transparency and education.

Give us the backstory of your brand’s name. 

The name Suntribe embodies our mission and community.

Sun: Reflects our dedication to sun protection using safe, natural ingredients.

Tribe: Represents our growing community committed to protecting both people and the planet.

Together, Suntribe signifies a collective striving for worry-free sun protection that allows us to have a fun time in the sun in a responsible way.

What would you like to see for your company's future?

At Suntribe, we're excited about expanding our range of mineral sunscreens to offer even more options that minimize the whitening effect often associated with mineral UV filters. For instance, our Active Organic Mineral Sunscreen SPF 50 utilizes an innovative combination of mineral UV-filters and Pongamia Glabra Seed Oil to reduce the whitening effect on the skin .

Additionally, we aim to strengthen our partnerships with retailers and distributors who share our values, ensuring that our products are accessible to a broader audience.

Ultimately, we envision a future where worry-free sun protection becomes the standard, allowing everyone to enjoy the sun safely while caring for their health and the planet.

What do you think is the most prominent concern in the beauty industry? 

One of the most pressing concerns in the beauty industry today is the extensive use of harmful chemicals in products. Many cosmetics contain substances linked to health issues such as hormone disruption, cancer, and skin irritation. Alarmingly, a significant number of these ingredients lack comprehensive toxicological profiles, leaving consumers uninformed about potential risks.

Another major issue is the industry's contribution to packaging waste. The beauty sector produces approximately 120 billion packaging units annually, much of which is not recyclable. This leads to significant environmental pollution, with plastic waste often ending up in oceans and landfills, decomposing into microplastics that contaminate ecosystems and harm wildlife. Additionally, the trend of overpackaging—using excessive materials for aesthetic appeal—exacerbates the problem, resulting in unnecessary resource consumption and waste.

At Suntribe, we address these concerns by formulating our products with 100% natural and organic ingredients, ensuring they are free from synthetic chemicals and safe for both people and the planet. We also prioritize sustainable packaging solutions without any unnecessary additional packaging, using eco-friendly materials to minimize environmental impact.