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SONNI launches prestige skincare system to redefine mineral SPF as daily essential.

The first skincare brand designed for living in the sun debuts its SunDay / SunDown system with science-backed, skincare-first formulas to remove barriers to daily SPF.

September 30, 2025 (New York) — SONNI, the first skincare brand designed exclusively for life in the sun, launches today with its debut SunDay / SunDown system: prestige mineral skincare to make daily sun protection invisible, wearable, and effortless.

Mineral SPF is projected to double to 8.9 billion dollars globally by 2030, driven by consumer demand for cleaner, more wearable sun protection. Yet only one in four Americans wear SPF daily, even though one in five will face skin cancer in their lifetime.

SONNI was created to remove the barriers that have long kept mineral SPF from daily use: texture, finish, and feel. Powered by advanced zinc technology, its dermatologist-tested, FDA-approved formulas eliminate the white cast that has defined the category.

Unlike traditional sunscreens made with zinc powder, SONNI begins with elemental zinc and titanium, producing more potent mineral oxides during manufacturing. This innovation allows for higher protection with less material, delivering invisible, broad-spectrum protection across every skin tone.

Each formula is enriched with proven skincare actives including niacinamide, hyaluronic acid, and squalane to hydrate, nourish, and strengthen the skin barrier, redefining mineral SPF as an essential step in modern skincare.

Founded by a team with experience from Estée Lauder and Little Spoon, SONNI brings together world-class beauty expertise and modern consumer brand-building.

“We’re on a mission to change how people see suncare—from something you have to do, to something you want to do,” said Megan Black, Founder and CEO of SONNI. “For too long, mineral SPF has come with trade-offs, including heavy textures, chalky finishes, and products people didn’t enjoy. SONNI is redefining that with prestige, mineral SPF formulas that disappear seamlessly and feel like skincare, so daily sun protection becomes second nature.”

“We built SONNI as a complete system that truly works for everyone,” said Eliana Field-Marsham, Co-Founder and COO of SONNI. “Our formulas are designed to blend seamlessly across all skin tones and genders, feel good on every skin type, and create a daily rhythm that protects and restores skin from sun up to sun down.”

At launch, SONNI introduces the SunDay / SunDown system: SunDay Mineral Serum SPF 50+ ($42), a fast-absorbing serum with zinc and niacinamide that hydrates, strengthens, and protects skin. SunDay Invisible Defense SPF 40+ ($40), a daily moisturizer and SPF with hyaluronic acid and squalane for smooth, lasting hydration. SunDay Body Balm SPF 40+ ($38), everyday body care with SPF built in, formulated with squalane, oat extract, and bisabolol for all-over comfort and protection. SunDown Restoration Sheet Mask ($26 for a four-pack), an electrolyte recovery mask with magnesium PCA and coconut water to cool, replenish, and restore post-sun skin.

In blind testing against leading mineral SPF competitors, 78 percent of consumers preferred SONNI, citing its sheer finish, superior texture, and skincare-like feel.

All products from the SunDay / SunDown system are available for purchase individually or in sets at www.sonniskin.com. Building on its direct-to-consumer launch, SONNI will expand into specialty retailers, dermatology offices, and medspas beginning in early 2026, with additional retail and professional partnerships to follow.

About SONNI: SONNI is redefining mineral SPF as skincare. With science-backed formulas, prestige positioning, and an inclusive system approach, the brand is setting a new standard for suncare as a daily ritual and building toward a future where every person, every day, lives confidently in the sun.