Brush on Block

What Brush on Block does

Brush On Block is a Dallas, Texas-based mineral sun care brand founded in 2010 by Andrea Wetsel, who developed the product after her daughter experienced a reaction to chemical sunscreen filters. The company specializes in mineral powder sunscreens using zinc oxide and titanium dioxide as the active UV ingredients, delivered through a self-dispensing brush applicator. Its core product platform is the refillable brush + aluminum plastic-free refill pod system, which enables consistent reapplication throughout the day, including over makeup, addressing pain points around greasy hands and disrupted cosmetics that conventional liquid sunscreens create. The portfolio has expanded beyond the original SPF 30 translucent powder into SPF 50 variants, tinted and tinted-makes moisturizer formats (Sheer Genius) with patented sheer-finish technology, a body spray (SOL using bag-on-valve technology), kids formulations (BOB KIDS), and lip oils (Sun Shine), plus a post-sun Restore Barrier Recovery Oil organized around a Protect-Reapply-Restore framework.

The business operates primarily as a direct-to-consumer e-commerce brand through brushonblock.com, with additional sales through Amazon and select retail partners, supporting a Subscribe & Save subscription program for recurring refill orders. Pricing is positioned in the premium-consumer sunscreen range, with powder brushes priced $36-$46 and refill pods $20-$30, plus bundled kits and digital gift cards. Customer segments include health-conscious consumers, families with children, and individuals with sensitive or problematic skin, with international shipping to 70+ countries. The company holds PETA cruelty-free/vegan certification, WBENC women-owned certification, and FDA-compliant sunscreen drug product manufacturing in US-registered facilities. Over 15 years, the company has sold more than one million powder sunscreens and maintains a 4.56 average rating across 2,040 verified customer reviews. The company is privately held, bootstrapped with no disclosed institutional funding, and operates with 1-10 employees.

Name

Brush on Block

Legal name

Brush On Block

Website

https://brushonblock.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Brush On Block is a Dallas-based, women-owned mineral sunscreen brand selling refillable powder brush, lotion, spray, lip oil, and kids SPF products direct-to-consumer through brushonblock.com, Amazon, and select retailers. Founded in 2010 by Andrea Wetsel, it serves health-conscious consumers, families, and sensitive-skin individuals in 70+ countries.

Ownership category

akta.pro rank

Product category

Mineral Sunscreen and Sun Care

SIC

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

akta.pro primary industry

Mineral/Physical Sun Protection (CRABAHAC)

akta.pro secondary industries

Sunscreen (Face) (CRABAHAA), Sunscreen (Body) (CRABAHAB), Kids & Baby Sun Protection (CRABAHAE), Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN)

Keywords

• Mineral sunscreen products
• Powder sunscreen brushes
• Reef-friendly sun care
• Kids sun protection
• Refillable sunscreen applicators

Headquarters

HQ city

Dallas

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, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer Product Sales: Primary revenue stream from selling mineral sunscreen products directly to consumers through brushonblock.com. Products include powder sunscreens (brush format), refills, lotions, sprays, lip oils, sticks, balms, and kids products. One-time purchase model with optional Subscribe & Save subscription for recurring refills.
2. Subscription / Refill Revenue: Subscribe & Save program offering recurring delivery of refill pods at a discount. Provides predictable recurring revenue and customer retention through the refill system.
3. Marketplace Sales (Amazon): Revenue from third-party marketplace sales through Amazon alongside direct-to-consumer channel.
4. Wholesale / Retail Distribution: Revenue from selling products to select retail partners who resell to end consumers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Brush On Block manufactures and sells mineral (zinc oxide and titanium dioxide) sunscreen products, with its flagship being a refillable, self-dispensing brush applicator that delivers powder sunscreen for easy reapplication over makeup. The product line extends to mineral lotions, sprays, sticks, lip oils, kids sun care (BOB KIDS), and after-sun recovery oil, all underpinned by a Protect–Reapply–Restore cycle and plastic-free aluminum refill pods.

Product overview

Brush On Block is a mineral sun care brand offering a comprehensive product portfolio centered on innovative brush-applicator powder sunscreens. The core offering consists of SPF 30 and SPF 50 translucent mineral powder sunscreens with refillable brush applicators, complemented by the BOB KIDS sub-brand with multiple formats (powder, lotion, balm, spray) designed for children's ease of use. Additional products include Sheer Genius SPF 50 moisturizer with universal tint, Quick Stick and spray-on lotion formats for adults, Restore Barrier Recovery Oil for post-sun care, and Sun Shine SPF 30 Protective Lip Oil. The portfolio follows a Protect-Reapply-Restore cycle framework, with accessories like application brushes, hats, and lip care tools. Bundled kits provide complete routines at value pricing, while plastic-free aluminum refill pods support sustainability. All products use zinc oxide-based mineral UV filters without chemical actives.

Differentiator

Problem solved

Functional benefit

Brands

• BOB KIDS: Kid-specific sunscreen line featuring mineral powder brushes, sprays, balms, and lotions designed for children with easy application formats.
• Sheer Genius
• SOL
• Sun Shine

Quantifiable outcome

• Over 1 million powder sunscreens sold over 15 years
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Colorescience: Colorescience specializes in mineral powder sun protection with brush-on applicators, making it the closest direct competitor to Brush On Block's core format. Both brands target women seeking SPF over makeup and sell through dermatology offices, spas, and DTC.
• Supergoop!: Supergoop! is a leading mineral and chemical sunscreen brand sold through DTC, Sephora, and other premium retailers, overlapping directly with Brush On Block in everyday SPF and reapplication formats. Comparable on target customer (health-conscious consumers), broad product line, and prestige positioning.
• COOLA: COOLA is a clean, mineral-focused sun care brand selling lotions, sprays, and face SPF through DTC and specialty retail. Overlaps with Brush On Block on mineral actives, reef-safe positioning, and lifestyle branding.
• EltaMD: EltaMD is a dermatologist-recommended mineral sunscreen brand with broad distribution in dermatology offices, retail, and DTC. Comparable on mineral actives, sensitive-skin positioning, and dermatologist endorsement strategy that Brush On Block leverages in its earned media.
• Beautycounter: Beautycounter is a clean beauty brand with mineral sunscreens (including powder SPF) sold via DTC and consultant channels. Overlaps with Brush On Block on clean/mineral positioning, prestige DTC model, and powder-format innovation.

Emerging players

• Badger Balm: Badger Balm is a smaller clean-beauty brand selling mineral-based sunscreens (zinc oxide sticks and creams) through natural-product retail and DTC. Overlaps with Brush On Block on mineral actives and clean positioning but lacks the powder brush format.
• Vacation Inc. Vacation Inc. is a fast-growing sun care brand offering classic-style mineral and chemical sunscreens through DTC and specialty retail. Comparable on lifestyle branding, premium positioning, and reapplication use cases.

Broad incumbents

• La Roche-Posay: La Roche-Posay (L'Oréal) is a broad incumbent dermatologist-recommended skincare brand with a large mineral sunscreen portfolio across Anthelios and other lines. Overlaps with Brush On Block on mineral SPF and sensitive-skin positioning but operates at much greater scale and broader retail.
• Australian Gold: Australian Gold is a broad sun care incumbent selling mineral and botanical sunscreens across mass retail, DTC, and international markets. Comparable on category and mineral positioning but with significantly broader portfolio and price points.
• Sun Bum: Sun Bum is a broad sun care brand sold across mass, drug, and DTC channels with mineral and chemical SPF products. Comparable on sun care category and everyday SPF positioning, though with wider distribution and lower price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/brushonblock
• LinkedInlinkedin.com/company/brush-on-block

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Brush on Block