Launch Date: June 2025
Geography: Santa Monica, CA, US
Founder: Zepha Jackson, Founder + CEO
Executive Team:
Advisors:
Board Member: Amanda Schutzbank, Willow Growth
Notable Investor: Deborah Benton, Willow Growth
2025 Full Year Projected Revenue: Under $2M, according to industry estimates
Primary Category: Skincare
Other Categories: Wellness
Funding: Venture Capital
Primary Distribution Channel: Independent Retailers
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 350
Born under the blistering Australian sun, Standard Procedure delivers sun protection straight from the experts. Dedicated to making sunscreen a non-negotiable you love, we bring the Australian way of sun safety to be your Standard Procedure. With a legacy of sun safety behind it, Standard Procedure carries on the expertise of founder Zepha Jackson’s family.
Over 40 years of sunscreen manufacturing experience in the Jackson family factory, each product reflects a deep commitment to quality and protection. The Therapeutic Goods Administration-certified formulas—Australia’s gold standard for SPF regulation—meet the world’s strictest testing protocols, built to withstand the harshest UV conditions. In a country where an ozone hole looms overhead, sun safety isn’t just encouraged—it’s second nature. Standard Procedure is a modern embodiment of the “Slip, Slop, Slap” philosophy. Made for the toughest sun, by those who grew up under it.
Insights: Zepha Jackson, Founder + CEO
Why now and why you?
Because sunscreen shouldn’t be confusing, intimidating, or an afterthought—and we’ve built a brand that proves it. Standard Procedure was born from over 40 years of Australian suncare manufacturing expertise, brought to life by someone who has already been known as “the sunscreen friend” whipping out the flawless formulas from my folks since school days. We’re bridging the gap between science-backed SPF and everyday use—offering formulas people actually want to wear and can afford to use properly, without scarcity. Because that’s when sun safety works.
In a time where sunscreen misinformation runs rampant and brands are being built in boardrooms off buzzwords, we’ve grown by staying true to substance over spin. We take the science seriously, but not ourselves—and there’s power in that balance.
Why now? Because confusion, mistrust, and greenwashing are at an all-time high. Sunscreen is a serious product, and consumers deserve a reliable, trustworthy brand that doesn’t break the bank, works across skin tones, and is an absolute delight to wear and love.
Why us?
Because Australians have been pioneers in suncare for decades—and this isn’t new to us. It’s a family legacy.
What fuels your competitive advantage?
My competitive advantage is lived experience. I didn’t start a suncare brand because it was trending—I started it because I grew up with my family's SPF in my schoolbag. That foundation means I understand both the science and the consumer side intimately. We’re nimble, but we don’t cut corners. In a time of greenwashing and gimmicks, that kind of integrity stands out.
What are you most proud of accomplishing to date?
The fact that people want to connect with a product that was never seen as “cool” is what I’m most proud of. I’ve had parents tell me their kid actually wants to wear our sunscreen—proud to clip it to their backpack or slap our sticker on their skateboard.
We collaborated with Zara on a global campaign featuring a 16-piece clothing collection and our sunscreen stocked in select stores worldwide. We’ve partnered with luxury brands like Zimmermann and The Frankie Shop, and just launched onboard with the airline Qantas. These are big pinch-me moments—all achieved by our small but mighty team, without big budgets or flashy campaigns. Just persistence, integrity, and a clear vision to make sun safety cool.
What is the one thing you wish someone had told you?
You don’t have to be everywhere all at once—focus beats frenzy.
What would you tell your past self before starting this journey?
You don’t get a medal for doing it all alone. Ask for help—early, often, and without guilt. The highs are better with people to cheer you on, the lows suck less with snacks and support, and the company you keep is often the highlight of the whole ride.
What does success look like in the next 3-5 years?
Success in the next 3-5 years looks like Standard Procedure becoming the go-to for suncare—known not just for our formulas, but for shifting how people think about SPF. It means seeing our sunscreen in people’s bags on the go, not just on their bathroom shelves. That’s how we’ll know we’ve truly made sun safety a Standard Procedure.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: SPF in makeup. It gives the illusion of protection, but unless you’re applying enough, which is rarely the case if it’s a color cosmetic, you’re not getting anywhere near the coverage you need. The “something is better than nothing” mindset doesn’t cut it when it comes to sun safety.
Overlooked:
Application. The most effective SPF is the one used properly—liberally, evenly, and often. We should be prioritizing generous use of high-grade, well-tested sunscreen as the most important step in any routine. If you have to be scarce with it, it’s not doing its job.
How do you think the industry needs to evolve?
The suncare industry needs to move beyond fear-based marketing, buzzwords, and gimmicks. We’re talking about a health product—one that plays a vital role in preventing skin cancer. That deserves clarity, not confusion.
We need more transparency, better education, and stricter accountability around the claims being made. Formulations should be backed by rigorous testing, not just trends. And sunscreen should be treated as a daily essential, not an afterthought or seasonal upsell.
Ultimately, it’s about rebuilding trust—by putting science first and making products people actually enjoy using. That’s how you make SPF a true everyday habit.
If you could wave a magic wand, what one wish would you make for your business?
If I could wave a magic wand, everyone would understand sunscreen facts better—why it matters, how to use it properly—and make it a daily habit, no fearmongering needed.
