The90

What The90 does

The90 is a preventative skin-health wearable company that sells The90 Gem, a jewelry-style pendant containing embedded UVA and UVB sensors, a 3-axis accelerometer, and a Bluetooth radio that pairs with a companion mobile application. The device measures on-body UVA (aging) and UVB (burning) exposure in real time and combines that data with a user-specific skin profile covering genetics, habits, and sensitivities to generate personalized guidance such as estimated time to burn, sunscreen reapplication reminders, shade suggestions, and vitamin D tracking. The product is positioned as the first 'personal sun intelligence system,' explicitly differentiating from generic UV-index weather apps by measuring actual exposure rather than ambient conditions.

The Gem uses a modular architecture with a removable hexa-circle sensor core designed to migrate into future accessories, starting with an announced Gem Clip, and ships in Gold and Silver titanium finishes. The company is headquartered in Walnut Creek, California, was founded in 2026 by Stacy Salvi — a former Fitbit executive who led Google's $2.1 billion acquisition of Fitbit — and is supported by Dr. Richard Weller (UV specialist and dermatologist) as Chief Medical Officer.

The90 operates as a venture-backed, direct-to-consumer business selling one hardware SKU at $299 (with a $199 launch promotion) through its own e-commerce site the90.com, with free delivery, a 30-day return policy, and a 1-year warranty. There is no subscription fee. The go-to-market is product-led and influencer-brokered, anchored by Lauryn Bosstick — founder of The Skinny Confidential — who is both an investor and advisor and whose community received exclusive early access before broader public availability. The primary target customer is women concerned with skincare and sun protection, with stated plans to expand into men and children. Marketing is amplified through organic social (Instagram, TikTok, Facebook), an email newsletter, and earned media in outlets such as Engadget, The Verge, CNET, Glossy, and NewBeauty.

Name

The90

Legal name

The90, Inc.

Website

https://the90.com

Company type

Private

Founded year

2026

Operating status

Operating

Ownership category

akta.pro rank

Product category

Consumer Wearable UV Sensors

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Jewelry and Silverware Manufacturing (33991)

SIC

Laboratory Analytical Instruments (3826), Jewelry, Silverware & Plated Ware (3910)

akta.pro industry

PRIMARYCRABAHAN

Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure)

Consumer Products & Retail/Beauty & Personal Care/Sun Care & Tanning

SECONDARYCRADANAH

Sun Care & After-Sun (Non-color)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

SECONDARYCRABAHAO

Sun Protection Accessories (UV-protective sprays, sticks, on-the-go formats)

Consumer Products & Retail/Beauty & Personal Care/Sun Care & Tanning

Keywords

• UV tracking wearables
• Personal sun sensors
• Smart jewelry pendants
• Preventative skin health devices
• Consumer UV exposure monitors

Headquarters

HQ city

Walnut Creek

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: The90 generates revenue primarily through one-time hardware sales of The90 Gem pendant, priced at $299. No subscription is required for current features, making it a pure hardware revenue model with no recurring software fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

The90 sells The90 Gem, a jewelry-style wearable pendant with embedded UVA and UVB sensors that pairs with a companion mobile app to deliver personalized sun intelligence. The hardware tracks real-time on-body UV exposure, and the software translates that data into skin profile-based recommendations for sunscreen reapplication, burn risk, daily UV accumulation, and vitamin D tracking. The product is sold direct-to-consumer at $299 (with a $199 launch promotion) via the90.com.

Product overview

The90 offers a unified product ecosystem centered on The90 Gem, a personal sun intelligence wearable. The portfolio consists of The90 Gem hardware (a UV-tracking smart pendant available in Gold and Silver titanium finishes) paired with a companion mobile application. The Gem measures both UVA (aging) and UVB (burning) exposure through embedded sensors, while the app translates this data into personalized skin protection recommendations based on individual skin profiles, genetics, habits, and sensitivities. The modular design allows the sensor core to be moved between different form factors, with future accessories like a Gem Clip planned.

Differentiator

Problem solved

Functional benefit

Brands

• The90 Gem: The first personal sun intelligence wearable device - a jewelry-inspired smart necklace pendant that tracks real-time UVA and UVB exposure with a companion mobile app.

Products and services

• The90 Gem A smart jewelry pendant with embedded UVA and UVB sensors, a 3-axis accelerometer, and Bluetooth that measures real-time on-body UV exposure and pairs with a companion mobile app. The app delivers personalized sun intelligence including burn risk estimation, daily UV accumulation tracking, sunscreen reapplication reminders, shade guidance, and vitamin D tracking based on individual skin profiles (genetics, habits, sensitivities). Available in Gold and Silver titanium finishes.

Quantifiable outcome

• 90% of visible skin aging is caused by UV exposure

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

One partnership is on record.

• Dr. Richard WellercoreStrategic or Co-development PartnerWorld-renowned UV specialist and dermatologist serving as Chief Medical Officer of The90. Dr. Weller provides medical and scientific expertise for product development and skin health guidance features, lending credibility to the company's sun intelligence technology.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Apple (Apple Watch): Apple Watch is the dominant smart wearable and has expanded into UV index monitoring and skin/health features. Comparable as a platform player that could trivially add personal UV exposure tracking, representing a major competitive threat to The90.
• Garmin: Garmin makes a broad portfolio of fitness and outdoor wearables with sensors that already track environmental exposure. Comparable for sensor-rich wearable hardware aimed at active lifestyle consumers with sun exposure (e.g., runners, hikers).
• Fitbit (Google): Fitbit pioneered the consumer health wearable category and was acquired by Google for $2.1B (the founder of The90 led that acquisition). Comparable for the consumer wellness wearable DNA, mass-market scale ambitions, and personal health data flywheel.
• Whoop: Whoop is a subscription-based health wearables platform offering continuous physiological tracking and personalized insights. Comparable for the sensor-plus-app health intelligence model and emphasis on daily behavioral recommendations.
• Supergoop: Supergoop is a leading premium sunscreen brand that has built a beauty-first sun protection category. Comparable as a premium, beauty-positioned sun protection brand that The90 could partner with or compete against for share of the skincare-conscious consumer.
• Oura Health: Oura is an established smart ring that delivers personalized health intelligence through a wearable-plus-app model. Comparable for the wearable form factor, subscription-enabled personalized health data, and premium consumer positioning.

Direct peers

• SunFriend: SunFriend produces a UV-tracking wristband that monitors personal sun exposure and alerts users when they have reached their daily vitamin D threshold. Same category of personal UV intelligence wearable with a direct consumer health framing.
• Bellabeat: Bellabeat makes women-focused health wearables and smart jewelry (Leaf, Ivy) integrated with a subscription app. Comparable because of the jewelry-form wearable targeted at women, with a similar personalized wellness data proposition.
• La Roche-Posay My Skin Track UV (L'Oréal): L'Oréal's My Skin Track UV is a wearable UV sensor that paired with a mobile app to deliver personalized sun exposure insights—the closest direct analog to The90 Gem in form factor, function, and target use case.

Regional players

• UV Skinz: UV Skinz is a UPF-rated sun protective apparel brand focused on family and children's sun safety. Comparable as a complementary player in the preventative sun protection category targeting the same skin-health-aware consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheNinetyOfficialFB
• Instagraminstagram.com/theninetyofficial
• TikToktiktok.com/@theninetyofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The90