Ultra Violette Debuts U.S.-Exclusive ‘Vibrant Screen’ in Sephora Launch
Ultra Violette, the Australian sunscreen pioneer credited with revolutionizing SPF as a skincare hybrid, has officially launched in the USA via Sephora, marking its 30th global market.
Ultra Violette, the Australian sunscreen pioneer credited with revolutionizing SPF as a skincare hybrid, has officially launched in the USA via Sephora, marking its 30th global market. The brand’s SKINSCREENS—a fusion of high-protection sun care and luxurious skincare—debuted on Sephora.com on March 12, 2025, and will hit 592 U.S. stores nationwide starting March 28.
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Product Line-Up
The U.S. launch features six products, including the Vibrant Screen™, a hydrating face-and-body lotion exclusive to the American market. The collection also includes globally beloved favourites:
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- Supreme Screen SPF 50: A moisturizing formula doubling as a makeup primer.
- Velvet Screen SPF 50: A mattifying mineral option for oily/acne-prone skin.
- Sheen Screen Lip Balm SPF 50: Tinted, hydrating lip protection in two shades.
Priced between $22 and $40, the products prioritize lightweight textures, non-greasy finishes, and skincare ingredients like glycerine and squalane.
Founders’ Australian Vision
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Co-founders Ava Matthews and Bec Jefferd, beauty industry veterans, spent three years and 107 prototypes perfecting their “SKINSCREENS” after growing frustrated with Australia’s outdated, sticky sunscreen options. “We wanted sunscreen to feel like a luxury skincare step, not a chore,” Jefferd shared.
The U.S. expansion faced regulatory hurdles, requiring reformulations to meet FDA standards. Blind tests confirmed the U.S. versions matched the performance of their Australian counterparts, ensuring consistency for existing fans.
Partnership Timing and Demand
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Ultra Violette enters a booming U.S. sun care market, where consumers increasingly seek multifunctional SPF. Key factors driving the launch:
- Cult Following: Despite no prior U.S. availability, the brand amassed loyal fans through social media and travel.
- Sephora’s Influence: The retailer’s skincare assortment growth aligns with rising demand for “clean,” high-efficacy SPF.
- Australian Authority: With Australia’s rigorous sunscreen regulations (UV index often exceeding 10), Ultra Violette’s credibility resonates with safety-conscious buyers.
Sephora’s VP of Skincare Merchandising, Cindy Deily, highlighted Ultra Violette’s unique appeal:
“Their formulas meet Australia’s extreme sun standards while blending seamlessly into beauty routines”.
The brand’s U.S. debut follows successful launches of other Australian SPF brands like Naked Sundays and Ultraceuticals, signalling a shift toward globally inspired sun care. Ultra Violette’s arrival challenges the perception of sunscreen as a utilitarian product, positioning it as an essential for daily skincare.
