Key Takeaways
- REI’s investment in Dune Suncare focuses on enhancing diversity by supporting women and founders of color in the sun-care market.
- Dune Suncare is experiencing rapid sales growth, projecting a significant increase to a 7X revenue jump next year.
- The brand plans to expand its product line and marketing strategies while maintaining affordability and inclusivity in its offerings.
REI Invests in Inclusive Sunscreen Startup Dune Suncare
REI has made a strategic investment in Dune Suncare, a startup recognized for its clear-gel sunscreen formulas that cater to diverse skin tones. This investment comes from REI’s Path Ahead Ventures, a $30 million fund supporting early-stage companies led by women and people of color in the outdoor and wellness sectors. Co-founders Emily Doyle and Mei Kwok expressed their excitement about the investment, noting its personal significance, especially within the outdoor community.
Dune Suncare, launched in 2021, has quickly gained traction, with sales doubling this year and an anticipated sevenfold growth by next year. The brand is available at major retailers like Bluemercury and Ulta Beauty and focuses on user-friendly products that appeal to a broad audience, evidenced by its evenly distributed customer base between men and women aged 16 to 56.
During initial meetings with REI’s investors, Doyle highlighted the importance of skin-tone inclusivity, expressing gratitude for their support. The latest investment is part of a seed extension round, extending upon the $3.6 million previously raised from investors such as Joyance Partners and Point King Capital.
The sun-care market in the U.S. is valued at approximately $14.35 billion as of this year, with a projected compound annual growth rate of 6.1% through 2030. Dune Suncare aims to establish itself as a leader in this space, drawing comparisons to successful brands like Supergoop. Doyle emphasized that while trends from platforms like TikTok can create bursts of visibility, the real measure of success will be the brand’s lasting impact.
In 2026, the startup expects to see considerable growth driven by new retail partnerships and collaborations. Dune Suncare has expanded its distribution channels beyond direct-to-consumer sales to include over 600 boutiques, as well as associations with luxury hotels and cruise lines.
The brand’s commitment to innovation is highlighted by its bestselling products, including The Bod Guard, The Mug Guard, and The Mineral Melt. Dune Suncare plans to broaden its offerings to include distinctive fragrances and possibly venture into non-sunscreen products. Doyle mentioned a desire to innovate within the fragrance aspect of sun care, contrasting the traditional scents prevalent in the industry.
In terms of marketing, Dune Suncare has reduced its digital advertising spend in favor of strategies like affiliate marketing and community engagement initiatives. The company is viewing future marketing efforts through experiential avenues, including community events and a rewards platform to build customer loyalty.
With a growing team and a focus on enhancing its infrastructure, Dune Suncare is set to expand its retail distribution and product lines while ensuring inclusivity remains at the core of their brand philosophy. The co-founders are dedicated to producing high-quality sunscreen products that prioritize both performance and accessibility, guided by their commitment to nurturing a lasting legacy in the sun-care industry.
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