Innovating Beyond SPF: The Launch of Zure Solaris
The world of sun care is evolving, with brands starting to look beyond just SPF. One exciting newcomer is Zure Solaris, a brand designed for post-sun exposure care, recently launched by Samuel Cheney and Aaron Hurley. With a range of four innovative products, Zure Solaris aims to address the often-overlooked area of skin care that comes after sun exposure. Priced between $58 and $148, the line includes a shower rinse, a body treatment, and serums designed to hydrate, calm, and rejuvenate the skin after it has faced sun and light exposure.
Cheney and Hurley’s journey began years ago during a photo shoot, evolving into a partnership that yielded a successful creative studio known for collaborating with luxury brands. While conducting market research, they noticed a burgeoning interest in sun care, prompting them to explore gaps within the category. As Cheney emphasized, consumer knowledge regarding the detrimental effects of sun exposure has grown, cementing sun care as an essential part of daily skin routines. Given this context, Cheney and Hurley identified a unique opportunity: a focus on post-exposure care, an area they felt had been significantly neglected.
Despite the sun care market bursting with new products, Cheney pointed out a glaring absence in post-sun offerings. "Post-sun care has been relegated to a lesser category, often overlooked," he stated. This realization inspired the duo to cultivate a brand that encapsulates the beauty and calm of twilight, a crucial time for skin recovery. Rather than diving into the saturated SPF market, they committed to creating high-quality post-exposure products that address immediate and long-term skin concerns.
Zure Solaris stands apart through its commitment to innovation and safety. The brand’s peptide-rich formulas are vegan, cruelty-free, and designed to resonate with sensitive skin. Each product is infused with a proprietary solar repair complex, utilizing ingredients like calendula for soothing, and wild indigo for reducing inflammation. Moreover, the use of fermentation technology enhances the bioavailability of these natural ingredients, ensuring that the product is as effective as possible. "Our aim isn’t just to reverse visible signs of aging; we also want to prevent further skin damage," Cheney explained.
As for the ingredients themselves, expectations are high. The brand’s formulations include effective elements such as tremella mushroom and niacinamide, along with a luxurious texture reminiscent of the “golden hour.” This sensory aspect is crucial, particularly in a market where consumers seek not just functional products but experiences that are aesthetically pleasing and emotionally engaging. Zure Solaris aims to enhance daily routines with a signature scent developed by a renowned perfumer in Grasse, France, merging the allure of high-end fragrances with essential skin care.
While the products are tailored for summer, Cheney insists that the facial offerings are essential year-round. With sun exposure occurring anytime—be it while using gadgets indoors or during winter months—the need for effective post-care is a constant. To maximize visibility and accessibility, the brand is launching through direct-to-consumer channels and select retail stores, including Cos Bar, which aligns perfectly with their upscale target audience. "We wanted a retail partner who could help tell our story effectively, and Cos Bar shares our vision," Cheney said. As Zure Solaris steps into the U.S. market, there’s also an eye toward international expansion, indicating a promising future in premium post-sun care.