SPOOGE

What SPOOGE does

SPOOGE is a Reno, Nevada-based direct-to-consumer suncare brand that develops and sells dermatologist-developed mineral sunscreens formulated with non-nano Zinc Oxide for broad-spectrum UVA/UVB protection. The company's product line consists of five core SKUs (The OG SPF 50, Ghosted SPF 30 oil-free, Cheeky SPF 30 shimmer tint, Dew Me SPF 30 hydrating, and Face Shots SPF 30 high-altitude), complemented by a series of curated bundles (Hot Girl Survival Kit, Dew Me Don't Ghost Me, The Brotect Bundle, and a Build Your Bundle configurator offering 15% off on four-product orders). All formulations are reef-safe, Hawaii-compliant, vegan, Leaping Bunny certified cruelty-free, and RIPT-tested for sensitive skin, with no oxybenzone, octinoxate, synthetic fragrance, parabens, or phthalates.

The brand was co-founded by Dr. Whitney Hovenic, a double board-certified Mohs surgeon who treats skin cancer in Reno, and Hillary Schieve, a kidney transplant recipient and entrepreneur whose medical history gives her up to 100x elevated skin cancer risk. This clinical credibility anchors the company's positioning around skin cancer prevention and adherence among younger consumers who typically skip SPF due to chalky or breakout-inducing formulas.

Revenue is generated primarily through the spooge.co e-commerce storefront with both one-time purchase and subscribe-and-save options, a wholesale inquiry channel for select retail partners, and U.S.-only shipping (with stated plans for international expansion). Pricing ranges from $28 to $34 per unit with bundle pricing up to $59.40, supported by HSA/FSA eligibility via Flex and free shipping over $50. Distribution is amplified through a multi-channel GTM including organic social, a product-matching quiz, blog content, PR coverage in Vogue, Cosmopolitan, Men's Health, Allure, Essence, Women's Health, and Fashionista, a college ambassador program, dermatology provider partnerships, and event activations such as Aspen Gay Ski Week.

Name

SPOOGE

Legal name

SPOOGE, LLC

Website

https://spooge.co

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

SPOOGE is a Reno, Nevada-based direct-to-consumer suncare brand selling dermatologist-developed, non-nano Zinc Oxide mineral sunscreens to Gen Z and millennial consumers with active and outdoor lifestyles, via its own e-commerce site, subscription, and wholesale.

Ownership category

akta.pro rank

Product category

Mineral Sunscreen

akta.pro primary industry

Sunscreen (Face) (CRABAHAA)

akta.pro secondary industries

Sunscreen (Body) (CRABAHAB), SPF Cosmetics & Daily Wear (Tinted SPF, BB/CC, SPF Primers) (CRABAHAL), Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN)

Keywords

• Mineral sunscreen products
• Reef-safe sun protection
• Dermatologist-developed skincare
• High-altitude sunscreen
• Face and body SPF

Headquarters

HQ city

Reno

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer sales through brand website spooge.co. One-time purchase and subscription options available. Products include sunscreens, bundles, and branded merchandise.
2. Subscription (Subscribe & Save): Recurring subscription model allowing customers to schedule regular deliveries. Customers can swap, skip, or cancel shipments through account management.
3. Wholesale Distribution: B2B wholesale distribution to retail partners through wholesale inquiry process.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

SPOOGE develops, manufactures, and sells mineral-based sunscreen products formulated with non-nano zinc oxide for broad-spectrum UVA/UVB protection. The core lineup spans five formulations (The OG SPF 50, Ghosted SPF 30 oil-free, Cheeky SPF 30 shimmer tint, Dew Me SPF 30 hydrating, Face Shots SPF 30 high-altitude) plus curated bundles, marketed direct-to-consumer through spooge.co with subscription and wholesale options.

Product overview

SPOOGE is a dermatologist-developed suncare brand offering a portfolio of mineral-based sunscreen products built on non-nano zinc oxide for broad-spectrum UVA/UVB protection. The core product lineup includes five distinct sunscreen formulations: The OG (SPF 50, face + body), Ghosted (SPF 30, oil-free/water-resistant), Cheeky (SPF 30, shimmer tint), Dew Me (SPF 30, hydrating), and Face Shots (SPF 30, high-altitude). The products are complemented by bundle offerings (Hot Girl Survival Kit combining Dew Me and Cheeky, Dew Me Don't Ghost Me Bundle, The Brotect Bundle, Build Your Bundle) that enable customers to mix-and-match formulations based on skin type, activity, and desired finish. All products emphasize reef-safe, vegan, cruelty-free formulations free from oxybenzone, octinoxate, synthetic fragrance, parabens, and phthalates. The brand positions itself around skin-first ingredients, inclusive protection, and making daily SPF adoption effortless and enjoyable for younger generations.

Differentiator

Problem solved

Functional benefit

Products and services

• The OG Mineral All Screen SPF 50 sheer mineral sunscreen for face and body formulated with aloe leaf juice, vitamins C and E, and postbiotics; delivers broad-spectrum UVA/UVB protection with a lightweight, non-greasy finish that blends seamlessly. Sold direct-to-consumer at $28 per unit.
• Ghosted Mineral All Screen Oil-free and water-resistant SPF 30 mineral sunscreen with calming bisabolol and squalane; cloud-like feel blends into skin invisibly with broad-spectrum protection. Sold at $32 per unit.
• Cheeky Mineral All Screen SPF 30 shimmer-packed tinted mineral sunscreen for face and body with magnesium, caffeine, and UVA-Ursi leaf extract; provides brightening, tightening, and highlighting benefits with a filter-like satin finish and iron-oxide visible light protection. Sold at $32 per unit.
• Dew Me Mineral All Screen SPF 30 hydrating mineral sunscreen for the face with hyaluronic acid and niacinamide; instantly calms, hydrates, and provides a dewy golden glow with a hint of tint. Sold at $34 per unit.
• Face Shots High-Altitude Sunscreen SPF 30 mineral sunscreen specifically designed for high-altitude mountain environments; contains 22% zinc oxide with ceramides, edelweiss extract, and raspberry seed oil, water-resistant for skiing, snowboarding, and alpine activities. Sold at $34 per unit.
• Face Shots Mini Set Pocket-sized trio set of three 0.5 FL OZ tubes of the Face Shots high-altitude sunscreen formula, designed for on-the-go reapplication on the mountain.
• Dew Me Don't Ghost Me Bundle Face protection duo bundling Ghosted (invisible, oil-free SPF 30) and Dew Me (hydrating, dewy SPF 30) to provide two finishes for daily face protection covering different skin moods. Sold at $59.40 (regularly $66).
• The Brotect Bundle Face and body SPF bundle combining The OG (SPF 50 body sunscreen) and Ghosted (SPF 30 face sunscreen) for comprehensive summer protection. Sold at $54 (regularly $60).
• The Hot Girl Survival Kit Face and body SPF bundle pairing Dew Me (SPF 30 face with hyaluronic acid) and Cheeky (SPF 30 body shimmer tint) to layer skincare-first protection with highlighted, smoothed glow finish. Sold at $59.40.
• Build Your Bundle Custom bundle builder letting customers select any four products at a 15% discount, enabling personalized SPF combinations based on individual skin needs and preferences. Sold at $90 for 4 products with 15% discount.

Quantifiable outcome

• 78 screened at free skin check event with several cancers caught early

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Travis Ganong (Olympic Skier)minorGTM or Marketing Partner · 20 November 2025Olympic skier Travis Ganong partners with SPOOGE to raise melanoma awareness among outdoor enthusiasts. Partnership focuses on promoting sun protection for mountain sports participants.
• AspenOUTminorStrategic or Co-development PartnerPartnership with AspenOUT community organization for Aspen Gay Ski Week event. SPOOGE provided Face Shots sunscreen products to attendees, raising SPF awareness in the LGBTQ+ outdoor community.
• College Ambassadors ProgramminorGTM or Marketing PartnerCampus ambassador program partnering with college students nationwide to educate peers on skin cancer risk, prevention, and ABCDES detection method.
• Dermatology Providers NetworkcoreStrategic or Co-development PartnerBuilding a nationwide network of dermatology providers and estheticians as part of the Skin Protective Force initiative for skin checks, education, and everyday protection advocacy.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• EltaMD: Dermatologist-developed sunscreen brand sold primarily through dermatology offices and med-spas. Closest peer to SPOOGE on clinical credibility and mineral/physical SPF positioning, with broader distribution across professional channels.
• Supergoop: Largest US prestige sunscreen brand with broad mineral and chemical SPF line. Most directly comparable to SPOOGE in product architecture (multi-SKU mineral sunscreen portfolio), pricing tier (~$30-40), and DTC-first go-to-market with subscription model.
• Cocokind: Clean beauty brand with mineral SPF offerings alongside skincare. Directly comparable multi-SKU brand targeting clean-conscious younger consumers with similar price points and DTC + wholesale distribution.
• Vacation Inc. Premium sunscreen brand with playful, Gen Z / millennial aesthetic and broad retail distribution. Comparable to SPOOGE in consumer target, brand voice, and SPF product-centric model, with more established retail penetration.

Emerging players

• Tula: Probiotic skincare brand exploring mineral SPF products. Comparable on clean beauty positioning and target demographic, with adjacent SPF portfolio expansion.
• Saie: Clean beauty brand with SPF / tinted face products targeted at Gen Z and millennials. Overlaps with SPOOGE on tinted SPF (Cheeky) and skincare-makeup hybrid positioning.
• Tower 28 Beauty: Clean, sensitive-skin-friendly beauty brand with SPF-adjacent products. Comparable consumer target (Gen Z, sensitive skin) and aesthetic positioning, though SPF is a smaller portion of the range.

Broad incumbents

• Sun Bum: Mass-market sunscreen brand with broad retail distribution (Walmart, Target, CVS). Comparable core category (sun protection) with far broader scale, but lower prestige positioning than SPOOGE.
• Beautycounter: Clean beauty brand with mineral sunscreen lines and consultant-led direct sales. Comparable clean-ingredient positioning and consumer target, with a more established multi-channel distribution model.
• Drunk Elephant: Clean ingredient-led skincare brand with SPF offerings. Comparable to SPOOGE on clean formulation philosophy and prestige positioning, with broader product portfolio and Sephora retail presence.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SpoogeSunscreen
• Facebookfacebook.com/SPOOGEco-61575301557145
• LinkedInlinkedin.com/company/spooge
• Instagraminstagram.com/spooge.co
• TikToktiktok.com/@spooge.co

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 SPOOGE