Project Reef

What Project Reef does

Project Reef is a privately-held, direct-to-consumer suncare brand founded in Maui, Hawaii that formulates and sells 100% mineral reef-safe sunscreens, after-sun care products, lip care, and related accessories. The product portfolio is built around non-nano zinc oxide as the sole active UV-filtering ingredient and deliberately excludes oxybenzone and octinoxate to comply with Hawaii Act 104 and Maui County Bill 135. The catalog spans SPF 30 and SPF 50 lotion sunscreens, non-aerosol mists using bag-on-valve (BOV) aluminum packaging, an SPF 50 sunstick, after-sun gel, lotion, and cooling mist, a peppermint lip balm, and three curated bundles (Malama, Aloha, Face the Sun) paired with accessories such as waterproof eco-bags and a jute tote. Retail pricing ranges from $16 for lip balm to $26 for sunscreen and mists, with bundles priced $30-$60 and accessories up to $200.

The company monetizes through three channels: direct-to-consumer e-commerce at projectreef.com (Shopify-powered), a wholesale program with a dedicated application for retail partners, and a corporate gifting vertical offering custom kits and white-glove service for travel incentives, client appreciation, team events, and hospitality experiences. Each transaction is tied to a 1 lb-per-purchase ocean plastic removal commitment, executed through partnerships with Tidey, Surfrider Foundation Maui Chapter, SeaTrees, Captains For Clean Water, and Coral Reef Alliance. The brand carries B Corporation, Climate Neutral, EWG Verified, Ocean Positive (via SeaTrees), and Plastic Negative certifications, and reports cumulative impact metrics of 1,850,000 pounds of plastic removed, 457 tons of CO2 reduced, and 45 community beaches cleaned.

Project Reef targets eco-conscious consumers, beach and ocean enthusiasts, outdoor adventurers, and travelers — particularly those in or visiting Hawaii who require compliant reef-safe sun protection — alongside a secondary B2B segment of corporate and hospitality buyers. Distribution is digital-first with physical retail via wholesale as a secondary channel. No funding rounds, revenue figures, headcount, management team, or incorporation details are publicly disclosed in available materials, and the company appears to operate as an independent, founder-led private entity.

Name

Project Reef

Legal name

Project Reef

Website

https://projectreef.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Project Reef is a privately-held, Maui-based DTC brand selling 100% mineral, reef-safe sunscreens and after-sun care formulated with non-nano zinc oxide. It serves eco-conscious consumers, beach enthusiasts, and corporate gifting clients through e-commerce, wholesale, and B2B channels.

Ownership category

akta.pro rank

Product category

Reef-Safe Mineral Sun Care

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Mineral/Physical Sun Protection (CRABAHAC)

akta.pro secondary industries

Sunscreen (Body) (CRABAHAB), Sunscreen (Face) (CRABAHAA), Sun Protection Accessories (UV-protective sprays, sticks, on-the-go formats) (CRABAHAO), Sun Protection Lip Care (SPF Lip Balms) (CRABAHAK), Sun Care & After-Sun (Non-color) (CRADANAH)

Keywords

• Reef-safe sunscreen products
• Mineral suncare lotions
• After-sun care products
• Non-aerosol SPF mist
• Ocean-positive cosmetics

Headquarters

HQ city

Lahaina

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (DTC E-commerce): Direct-to-consumer sales through projectreef.com website, offering reef-safe sunscreens, after-sun care, and accessories at various price points ($16-$60 for products, $30-$200 for bundles/accessories).
2. Corporate Gifting: Curated suncare gifts for corporate clients including travel incentives, client appreciation, team celebrations, events, and hospitality experiences with custom kits, white glove service, and eco-friendly presentation.
3. Wholesale Distribution: Wholesale program allowing retail partners to carry Project Reef products, with dedicated wholesale application process.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Project Reef manufactures and sells a portfolio of 100% mineral, reef-safe sun care products including SPF 30 and SPF 50 mineral sunscreen lotions, non-aerosol zinc oxide SPF mist, SPF 50 sunstick, after-sun cooling lotion and gel, a non-aerosol aloe cooling mist, peppermint lip balm duo, three curated bundles, and sustainable carry accessories. All formulations use non-nano zinc oxide as the active UV-filtering ingredient, are free of oxybenzone and octinoxate, and are designed to comply with Hawaii Act 104 and Maui County Bill 135 reef protection regulations.

Product overview

Project Reef is a 100% mineral sunscreen brand offering a portfolio of reef-safe suncare products powered by non-nano zinc oxide. The core product line includes SPF 30 and SPF 50 Reef-Safe Sunscreen lotions, SPF 30 and SPF 50 Reef-Safe Mist (non-aerosol), and SPF50 Reef-Safe Sunstick formats. The after-sun product line features Aloe Vera Recovery Gel, After-Sun Cooling Lotion, and Aloe Vera Cooling Mist. Lip care includes the Peppermint Lipbalm Duo. Bundles combine products with accessories: Malama Bundle (sunscreen + after-sun + lip balms + cotton bag), Aloha Bundle (sunscreen + after-sun + lip balms + eco bag), and Face the Sun Bundle (sunstick + lip balm + cotton bag). Accessories include Waterproof Eco-bag and Jute Eco-bag. All products are Hawaii reef-compliant and formulated without oxybenzone or octinoxate.

Differentiator

Problem solved

Functional benefit

Products and services

• SPF 50 Reef-Safe Sunscreen A lightweight, sheer mineral sunscreen lotion powered by non-nano zinc oxide (19.6%) for daily broad-spectrum UV protection. Reef-safe, water-resistant up to 80 minutes, with shea butter, cocoa seed butter, and ethylhexylglycerin. Targets consumers seeking high-protection mineral sun care without white cast or harmful chemical UV filters.
• SPF 30 Reef-Safe Sunscreen A lightweight, sheer mineral sunscreen lotion with non-nano zinc oxide (15.70%) for everyday sun protection. Enriched with organic shea butter, coconut oil, cocoa seed butter, and aloe vera; water-resistant up to 80 minutes. Targets consumers seeking everyday mineral sun care.
• SPF 30 Reef-Safe Mist (Non-Aerosol) A lightweight mineral sunscreen mist powered by non-nano zinc oxide (14%) with organic shea butter, coconut oil, cocoa seed butter, and aloe vera. Uses non-aerosol aluminum BOV packaging; Hawaii Reef Compliant per Maui Bill 135; water-resistant up to 80 minutes. Targeted at users preferring spray application without aerosol propellants.
• SPF 50 Reef-Safe Sunstick An easy-to-apply SPF 50 mineral sunstick with non-nano zinc oxide (20.6%). Sheer, non-sticky, fragrance-free, vegan, and leaves no white cast. Organic coconut oil, shea butter, and olive fruit oil; Eco Smart biodegradable packaging. Targeted at on-the-go reapplication for face and body.
• Aloe Vera Recovery Gel A lightweight, fast-absorbing aloe gel that cools, calms, and hydrates without sticky finish. Formulated with aloe vera, cucumber extract, vitamin E, and mineral-rich sea kelp sustainably sourced from Alaska. Targeted at post-sun recovery for face and body.
• After-Sun Cooling Lotion A hydrating after-sun cooling lotion with organic aloe vera, seaweed extract, lavender, and peppermint oil. Provides instant sun relief without harsh chemicals or sticky residue. Packaging made from ocean-collected plastics. Targeted at consumers needing post-sun hydration and cooling.
• Aloe Vera Cooling Mist (Non-Aerosol) A non-aerosol cooling mist with organic aloe vera, lavender, and peppermint essential oils. Soothes, hydrates, and refreshes skin. Uses aluminum BOV (Bag-on-Valve) packaging for sustainable misting without harmful propellants. Targeted at post-sun refresh and everyday cooling.
• Peppermint Lipbalm Duo A duo of lip balms with organic peppermint, coconut oil, and aloe vera. Delivers cooling, refreshing sensation while deeply hydrating lips; contains vitamin E, shea butter, and raspberry seed oil. Eco Smart biodegradable packaging. Targeted at consumers seeking reef-friendly lip UV/hydration care.
• Malama Bundle A bundle inspired by the Hawaiian value of malama ("to care for") that includes SPF 30 Mineral Sunscreen Lotion, Cooling Lotion, two Lip Balms, and a reusable cotton travel bag. Targeted at consumers and gift buyers seeking a discounted, curated daily-essentials set.
• Aloha Bundle A travel-ready bundle featuring SPF 30 Mineral Sunscreen Lotion, Cooling Lotion, two Lip Balms, and a water-resistant eco bag. Targeted at travelers and gift buyers seeking an all-in-one sun and after-sun travel set.
• 'Face' the Sun Bundle A limited-edition face sun care bundle including Mineral SPF 50 Sunstick and Herbal Peppermint Lip balm in a cotton carry bag. Targeted at consumers seeking a face-focused mineral UV set.
• Waterproof Eco-bag A waterproof eco-bag crafted from sustainable vegan materials with water-resistant technology. Suitable for travel or daily use carrying sun care items. Sold as a standalone accessory.
• Jute Eco-bag A durable everyday carry bag crafted from natural jute with vegan leather details, structured patch, and reinforced straps. Dimensions 18L x 6W x 13H. Premium sustainable accessory positioned as a higher-priced tote.
• Corporate Gifting Program A B2B service offering curated sun care gifts for corporate clients including travel incentives, client appreciation, team celebrations, events, retreats, and hospitality experiences. Includes custom kits, white-glove service, and eco-friendly presentation; inquiries handled via [email protected].
• Wholesale Program A wholesale distribution program allowing retail partners to carry the Project Reef product line through a dedicated wholesale application process. Sales channel for specialty retail, surf/resort, and natural beauty stores.

Quantifiable outcome

• 1,850,000 lbs of ocean plastic removed per purchase
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• TideycoreStrategic or Co-development PartnerPartnership supports Tidey's plastic cleanup efforts in Guatemala, removing 1 lb of ocean-bound plastic (equivalent to 22 plastic bottles) from local rivers with every purchase. Company powers river-cleaning technology, funds mass cleanup efforts, and creates local recycling jobs, turning plastic into post-consumer and ocean-bound materials.
• Surfrider Foundation Maui ChaptercoreStrategic or Co-development PartnerPartnership ensures extra physical support at local beach cleanups and provides clean reef-safe sunscreen for all volunteers. Clean beaches promote healthy waterways and clean spaces for people and marine life to thrive.
• SeaTreescoreStrategic or Co-development PartnerContributions support communities and scientists who protect and regenerate coastal ecosystems including planting mangrove trees, restoring kelp forests, coral reefs, seagrass meadows, oyster reefs, and conserving coastal watersheds. Project Reef is Ocean Positive certified through this partnership.
• Captains For Clean WatercoreStrategic or Co-development PartnerThrough statewide advocacy, education and scientific collaborations, CFCW serves as voice to one of the largest clean water conservation efforts in Florida. Project Reef supports efforts to stop toxin and pollution draining to important fisheries, communities and wildlife sanctuaries.
• Coral Reef AlliancecoreStrategic or Co-development PartnerAs corporate partners, Project Reef builds a community committed to doing what's right for the planet and supports reef restoration initiatives in Hawaii. Environmental education and action are vital to living in harmony with marine ecosystems.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stream2Sea: Reef-safe mineral sunscreen brand with a similar non-nano zinc oxide formulation, ocean conservation mission, and DTC + wholesale distribution model directly competing for the same eco-conscious consumer.
• Badger Balm: Certified B Corporation mineral sunscreen brand offering non-nano zinc oxide products with sustainability-focused packaging and similar natural-ingredient positioning, directly competing in the reef-safe space.
• All Good (All Good Products): Mineral sunscreen brand with non-nano zinc oxide reef-safe formulations, B Corp certification, and ocean conservation focus — a very direct competitor in product, certification, and values.
• Goddess Garden: Mineral sunscreen brand using non-nano zinc oxide with reef-safe claims, similar natural positioning, and a comparable mid-sized DTC + retail distribution footprint.

Broad incumbents

• Sun Bum: Established mass-market suncare brand that has expanded into mineral and reef-compliant lines with much broader retail distribution and category awareness, competing for the same consumer on price-tier below Project Reef.
• Hawaiian Tropic: Iconic beach and suncare brand with a Hawaii-native identity and growing reef-conscious product line, leveraging deep retail and travel-channel distribution that Project Reef also targets.
• Neutrogena: Mass-market personal care giant that has launched mineral sunscreen lines and reef-compliant SKUs, competing on price, distribution, and brand trust at a scale Project Reef cannot match.
• Australian Gold: Long-established suncare brand with botanical and mineral lines, broad retail and salon distribution, and a beach-lifestyle identity that overlaps with Project Reef's positioning.

Emerging players

• EltaMD: Dermatologist-recommended mineral sunscreen brand with strong specialty skincare channel positioning and premium pricing, increasingly competing for the health-conscious suncare consumer.
• Thinksport / Thinksun: Mineral sunscreen brand with reef-safe and EWG-verified claims, clean ingredients focus, and a similar premium DTC channel competing for the family and active-lifestyle consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/projectreefsuncare

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Project Reef