Launch Date: June 2022
Geography: Marina del Rey, CA, US
Founders:
Executive Team:
Advisor:
Notable Investors:
2025 Full Year Projected Revenue: $2M - $5M, according to industry estimates
Primary Category: Suncare
Other Categories:
Funding: Venture Capital
Primary Distribution Channel: Prestige
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 1,600
Approaching our three-year anniversary, we are so proud to have set a new and higher bar in the antiquated suncare market by offering the first clear gel suncare line in the US with clinically proven skincare benefits. As avid, lifelong sunscreen users, we were frustrated by the lack of innovation, accessibility, and inclusivity in the suncare market and were determined to fill a void in a critical space by bringing the highest-quality innovations to market for all to use and love. So, in March, 2020, and at the demise of our jobs, we took government checks, sold our 401K's, all of Emily's Disney stocks, and hired one of the best labs in the US to help create our three launched SKUs. Over 100 sampling rounds and two-and-a- half years later, we were ready to launch.
Insights: Emily Doyle, Co-Founder + CEO
Why now and why you?
We've proven ourselves as a brand through our "first of" clinically proven innovations, creativity, community loyalty, retailer and brand partnerships, with a scrappy mentality and limited funds raised to date; we've created something really unique and special in a critical space. We are not a brand that is rooted in trends but in longevity in the market by striving to create a novelty household brand name through our products and DUNE edge! We work as founders who touch every point of the brand from partner relationships to the customer experience. We are still a two-woman band operating like a bigger organization sitting next to the big dogs at retail and in the media. I'm just going to say it here humbly and in respect and support to my amazing team: after five years of grinding it out, I believe we've earned it!
What fuels your competitive advantage?
We developed a "first of" brand in a critical and essential category for everyone. We are steadfast in continuing to bring the highest-quality, clinically proven innovations to market that perfect and protect all skin tones (and all at an accessible price point in above-average fill weights) aiming to become the go-to suncare solution for everyone, everywhere, every day.
We've been able to attract the widest demographic range not only through our innovation but also through our inclusive marketing (as sunscreen is not marginalized), which we felt was lacking in the industry and helped fuel our competitive position in-market.
We've gained fast interest from top retailers, launching into big box and major department stores in two years through our innovation and fun branding and lifestyle components that have helped us garnered a loyal and cult following. From a community-driving lifestyle aspect, we drop quarterly playlists called DUNE Tunes; have a podcast called “Hey, How You DUNE?” featuring fascinating, monthly guests; and offer interesting brand collaborations (check out our new swim capsule with Left On Friday!). We host fun events and interesting partnerships with great brands and hotels.
There's a personal touch to our brand. Mei and I are incredibly hands-on at every level and forward facing as founders, which has helped secure and nurture retail and brand partnerships and develop a devoted and loyal community. We aim to always keep that level of authenticity, care, and connectivity as founders.
What are you most proud of accomplishing to date?
Our product innovation (as product is paramount), becoming recognized as a leading suncare brand in the US in under three years with limited funds raised to date and by award-winning dermatologists. Winning eight awards for our formulations and our brand innovation in the beauty space; being honored into Inc. Magazine's 200 Top Female Founder list; securing big box retail partnerships in our first year of business; and selling to such a wide range of customers through those partnerships (i.e., being available to those who would shop at an Anthropologie, Ulta, Free People, Revolve/FWRD to a goop, Nordstrom, BlueMercury, SpaceNK, Dermstore).
In addition, we’re living in over 300 coveted specialties doors and growing, as well as securing major hotel partnerships with luxury groups. We’ve also seen booming Amazon growth of over 200% this year to last; led three fundraises as first-time (and female) founders; and secured a very strong and diverse cap table, including VC commitments, securing brand partnerships (and in-kind) with leading brands such as Nike, Google, H&M; and hiring and managing a top gun army of contractors and industry folks and done this as the only two full-time hires still in the business.
We’re also proud of being asked to speak on the Innovation in Suncare panel at the L'OréalBOLD Summit in Paris last fall. Last but certainly not least, one of my greatest accomplishments in life is my relationship with my co-founder, Mei.
What is the one thing you wish someone had told you?
You don't need to view big retailer interest as a shiny object and launch everywhere at once and too soon. Grow steadily and sustainably.
What would you tell your past self before starting this journey?
You can build a multimillion dollar brand just by selling on Amazon … just kidding! I would tell myself, you are resilient and can solve for anything; stay the course and stay focused on your brand without comparing yourself to others; the business will never be what you thought it was going to be from the beginning or along the journey and it's ok and completely normal to pivot; breathe and don't get bogged down by the hits as they only make you better and stronger. AI is going to take over, but don't get hard on yourself when you still want to write everything manually because it's honest. Most importantly, trust your gut .… it's always right. Also, start meditating.
What does success look like in the next 3-5 years?
Hitting $50 million+ in revenue and getting offers by M&A for an acquisition, at the point in which we would be well resourced to expand into global markets. Becoming the go-to and most revered suncare brand in the US, surpassing our competitors from a cultural relevancy and innovation standpoint for everyone, and setting a new standard with widened distribution in the clinical market (and hopeful takeover). Continuing to give back (we do as much as we can now as a small business through DUNE Impact) when we can by leveraging our platform, voice, and resources for good. Last but not least, have a beautiful DUNE HQ to house our employees so we can develop a stronger in-house culture and ideate on ways to make greater change in the industry as a unit. I believe being together in a space helps elevate creativity and passion through camaraderie and mentorship. Finally, and personally, I'd love to start working on a book.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: social media virality on trendy products that assume hockey stick growth but don't provide a clear depiction of "success" or longevity in-market. Overlooked: facial skin icing with herbs to de-puff, at-home microneedling tools to help with product penetration, and somatic workouts.
How do you think the industry needs to evolve?
1. Education across all socioeconomic backgrounds and skin types/colors. There's been a huge uptick of education over the last 10 years through social media, thankfully, but there's still a long way to go, especially with the darker-complexioned community (more melanin-rich skin does not mean immunity to the sun's harmful rays). 2. Wider optionality of SPF actives at the formulation/clinical level by the FDA and faster approval of said actives by the FDA. 3. Better education and clarity surrounding chemical sunscreen vs. mineral sunscreen actives from the top to the consumer level, and accurate safety/toxicity information as it applies to human health and environmental impacts. This is still very nebulous.
If you could wave a magic wand, what one wish would you make for your business?
Ease in the fundraising journey to help fuel our growth sooner. It's been a tough experience and environment, but we're staying positive, resilient, and still trucking along. That, and having an incredible and inspiring brand ambassador/investor come in to help catapult our growth.
