Soleil Toujours

What Soleil Toujours does

Soleil Toujours is a privately held, founder-led clean beauty brand founded by Valerie McMurray that develops and sells reef-safe, antioxidant-rich SPF-powered skincare products. The company targets three overlapping consumer segments: beauty-conscious consumers seeking clean SPF, eco-conscious consumers prioritizing reef-safe and sustainable products, and sensitive-skin consumers (including those with melasma or pregnant women) needing mineral-based formulations. Distribution is direct-to-consumer via soleiltoujours.com (US-only shipping, free over $75) supplemented by a thin wholesale program to spas and boutiques; products are priced $20-$68 with bundle discounts.

The product portfolio spans two collections: Mineral Ally (non-nano zinc oxide, 20-24% zinc formulations, mineral SPF 30-60) and Clean Conscious (avobenzone, homosalate, and octisalate, SPF 50). All SKUs incorporate the proprietary EcoSun Complex® (Red Algae, Ascorbyl Palmitate/Vitamin C, Vitamin E, Bisabolol) and the patented Active Environmental Defense Technology. Recent launches include the Clean Conscious Set + Protect Makeup Setting Spray SPF 50 (2025), extending into hybrid color/skincare formats. The company is Hawaii Act 104 compliant, vegan, cruelty-free, and operates as carbon neutral through its Cool Effect partnership.

The business model is DTC-led e-commerce (Shopify platform) with wholesale support, marketed through content (La Vie Soleil blog), email capture (10% first-order incentive), an affiliate/influencer program powered by Dovetale, and consistent earned media across Vogue, Allure, The Zoe Report, New York Post, and Health. The company is headquartered in Bronxville, NY as a Delaware LLC, employs 11-50 people, and discloses no institutional investors beyond a 2020-07-24 seed round of $1,190,000. Ownership is concentrated in the founder.

Name

Soleil Toujours

Legal name

Soleil Toujours, LLC

Website

https://soleiltoujours.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Soleil Toujours is a privately held, founder-led clean beauty brand founded by Valerie McMurray that develops and sells reef-safe, antioxidant-rich SPF-powered skincare products through direct-to-consumer e-commerce and small-scale wholesale channels in the United States.

Ownership category

akta.pro rank

Product category

Sun Care & SPF Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sunscreen (Body) (CRABAHAB)

akta.pro secondary industries

Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN), Chemical Sun Protection (CRABAHAD), SPF Cosmetics & Daily Wear (Tinted SPF, BB/CC, SPF Primers) (CRABAHAL), Eye & Lip Skincare (CRABAAAC), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Reef-safe sunscreen
• Mineral SPF skincare
• Antioxidant sun care
• Clean beauty products
• SPF powered skincare

Headquarters

HQ city

Lake Bluff

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Others

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through owned e-commerce website (soleiltoujours.com). Products sold at MSRP with free shipping on orders over $75 in the US.
2. Wholesale/B2B Sales: Wholesale distribution to spas, retailers, and independent stockists through a dedicated wholesale program. Contact via [email protected].

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Soleil Toujours sells luxury SPF-powered skincare products—both mineral (non-nano zinc oxide) and clean chemical formulations—designed to provide broad-spectrum sun protection alongside antioxidant-rich skincare benefits. The portfolio includes face moisturizers, body lotions, tinted moisturizers, eye creams, setting sprays, and body mists priced $20–$94, sold direct-to-consumer via the brand's Shopify e-commerce site and wholesale through spas and boutiques. All products are reef-safe, vegan, cruelty-free, and free from oxybenzone, octinoxate, and octocrylene, with proprietary EcoSun Complex® and patented Active Environmental Defense Technology as formulation differentiators.

Product overview

Soleil Toujours is a luxury SPF-powered skincare brand offering reef-friendly sunscreen products designed to protect, nourish, and enhance skin. The product portfolio includes mineral sunscreens (Mineral Ally collection) with non-nano zinc oxide and chemical sunscreens (Clean Conscious collection) with safe FDA-approved UV filters. Key products include the Daily Defense Moisturizer Mineral SPF 60, Daily Defense Mineral Body Lotion SPF 30, Face Glow Tinted Moisturizer SPF 50, Brightening Eye Cream SPF 30, and Clean Conscious Body Sunscreen Mist SPF 50. The brand also offers the Face + Body High SPF Duo bundle combining face and body protection. All products feature the proprietary EcoSun Complex with antioxidants like red algae, vitamin C, vitamin E, and bisabolol. The company positions sun care as skincare, emphasizing clean, vegan, cruelty-free, and reef-safe formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Clean Conscious Set + Protect Makeup Setting Spray SPF 50 A weightless SPF 50 makeup setting spray powered by the patented antioxidant-rich EcoSun Complex and hyaluronic acid, designed to set makeup while protecting and hydrating skin. Targeted at consumers who want sun protection integrated into makeup finishing.
• Daily Defense Mineral Body Lotion SPF 30 A luxurious reef-friendly mineral body lotion with 20% non-nano zinc oxide blended with antioxidants to shield, soothe, and nourish skin with no white cast. Provides broad-spectrum SPF 30 with 80-minute water and sweat resistance for daily body sun protection.
• Daily Defense Moisturizer Mineral SPF 60 A nourishing and protective SPF 60 face moisturizer powered by the antioxidant-rich EcoSun Complex, providing daily broad-spectrum protection against UV, pollution, IR, and blue light. Mineral SPF formulation designed as a daily skincare-SPF hybrid for the face.
• Face Glow Tinted Moisturizer Mineral SPF 50 A protective tinted moisturizer with 20% non-nano zinc oxide that instantly hydrates, protects, and delivers an even dewy glow finish across all skin tones. Combines SPF 50 mineral sun protection with vitamin C and niacinamide for a hybrid skincare-makeup product.
• Brightening Eye Cream Mineral SPF 30 An illuminating mineral sunscreen formulated with niacinamide, peptides, and the proprietary EcoSun Complex to protect, correct, and brighten the delicate eye area. Targeted at consumers seeking sun protection and anti-aging benefits for sensitive periorbital skin.
• Clean Conscious Body Sunscreen Mist SPF 50 Hydrating SPF 50 body and face mist using clean chemical filters avobenzone, homosalate, and octisalate. Designed for convenient reapplication across face and body, free from oxybenzone, octinoxate, and octocrylene.
• Face + Body High SPF Duo A bundled duo pairing the SPF 60 Daily Defense Moisturizer with the SPF 50 Clean Conscious Sunscreen Mist for comprehensive face and body sun protection. Sold at a discount versus purchasing both products individually.
• Soleil Toujours Bespoke Cosmetic Bag A branded cosmetic bag designed for storing and traveling with Soleil Toujours sunscreen and skincare products. Sold as a complementary branded accessory alongside the core SPF line.

Quantifiable outcome

• 80-minute water and sweat resistance across formulations
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• GoldenEye FoundationcoreStrategic or Co-development PartnerSoleil Toujours supports coral reef restoration through the GoldenEye Foundation in Jamaica. A portion of proceeds funds coral gardening by local fishermen who have planted over 18,000 corals into the Oracabessa Bay Fish Sanctuary. Goal is to plant 80,000 corals over 10 years. Founded by Chris Blackwell.
• Cool EffectcoreStrategic or Co-development PartnerCarbon offset partnership through Cool Effect to certifiably offset the carbon footprint of company operations and every product shipment. Reduces environmental impact through the world's best carbon-reducing projects.
• DovetalesupportingGTM or Marketing PartnerInfluencer/affiliate platform provider enabling Soleil Toujours's creator community program. Platform powers affiliate applications and community management for beauty and wellness influencers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vacation Inc. Premium SPF and after-sun brand known for nostalgic marketing and broad retail distribution. Comparable to Soleil Toujours in premium positioning and daily/beach SPF mix, though Vacation leans more into brand-led lifestyle marketing.
• EltaMD: Dermatologist-recommended mineral and chemical sunscreen brand carried in medical offices, spas, and select retail. Comparable to Soleil Toujours in mineral-heavy formulations and sensitive-skin positioning, though EltaMD is more medically distributed.
• Coola: Clean, reef-aware SPF brand with mineral and organic chemical formulations sold DTC and through spas/retail. Directly comparable to Soleil Toujours on 'clean sun care' positioning, ingredient ethos, and spa channel presence.
• Tower 28 Beauty: Clean, sensitive-skin beauty brand with the SunnyDays SPF 30 tinted sunscreen as a hero product. Comparable in clean-beauty ethos, Sephora distribution, and SPF-as-skincare framing.
• Colorescience: Mineral-based SPF and color-cosmetics brand sold through dermatologists, spas, and DTC. Comparable to Soleil Toujours in mineral SPF focus, sensitive-skin positioning, and post-procedure/melasma use cases.
• MDSolarSciences: Mineral SPF brand founded by a dermatologic surgeon, sold DTC and through dermatology channels. Comparable to Soleil Toujours in mineral-first formulation strategy and reef-safe/clean positioning.
• Supergoop!: Premium, founder-led SPF-focused skincare brand selling daily-wear and beach sunscreens across face, body, lips, and eyes. Closely comparable in product architecture, channel mix (DTC + Sephora/Ulta), and luxury positioning to Soleil Toujours.

Broad incumbents

• Tatcha: Luxury skincare brand now under Unilever, offering the Silk Sunscreen SPF 50 and The Sun Serum. Comparable in luxury daily-wear SPF positioning and prestige-channel distribution, but Tatcha is a much broader skincare portfolio.
• Drunk Elephant: Biocompatible skincare brand with the Umbra Sheer SPF 30 daily sunscreen. Comparable in clean, ingredient-led positioning and Sephora distribution, but Drunk Elephant is a broader skincare line with SPF as one of many categories.

Emerging players

• Kinfield: Outdoor-lifestyle SPF and insect repellent brand targeting eco-conscious, active consumers. Comparable to Soleil Toujours in reef-safe and sustainability messaging, though smaller scale and narrower product line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/soleiltoujours1

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Soleil Toujours