Case study - Hello Sunday SPF

Brand Overview

Hello Sunday SPF is a trailblazing beauty brand co-created with Pablo Rivera, Amy Ford, and RNB Group, the leading product manufacturing specialists, with the mission to become the market leader in the SPF/Skincare/Makeup/Body Care hybrid niche. Amy Ford, the founder and face of the brand, brought the vision of making sun protection an essential part of everyday beauty routines, while Pablo Rivera and RNB Group played a key role in bringing the products to life through cutting-edge manufacturing and innovation.

Additionally, Tom Singh, Founder of New Look Fashion, and his family office supported the brand as investor advisors, bringing their wealth of experience in scaling global brands and strategic investment to Hello Sunday SPF. As a lead investor and supporter, I have continued to provide guidance, funding, and strategic direction to help the brand scale globally and achieve sustained growth in the competitive beauty market.

Product Highlights 

The One That's A Serum SPF 50: An award-winning, lightweight face serum that combines SPF 50 with Vitamin C and Hyaluronic Acid for hydration and brightening. This fast-absorbing serum became a cult favourite and bestseller, providing a combination of sun protection and skincare benefits. It is one of the brand’s best-sellers due to its multi-functional, all-in-one benefits.

The One For Your Hands SPF 30: A portable hand cream infused with Hyaluronic Acid, Vitamin E, and Aloe Vera to protect and nourish the hands with SPF 30. This product quickly gained recognition as a top hand care SPF and is particularly popular for its lightweight feel and effective sun protection.

The Shimmer One SPF 45: A face and body mineral glow stick that provides SPF 45 protection while imparting a radiant, shimmery finish. It’s ideal for on-the-go use and is perfect for sun protection with a glow, making it an essential for those who want both SPF and a luminous finish. 

The Everyday One SPF 50: A daily moisturizer offering SPF 50 protection, designed for everyday use. It hydrates the skin while providing high-level sun protection, making it a great option for those looking to simplify their sun care routine.

The Mineral One SPF 50: A mineral hydrating serum with Hyaluronic Acid, offering a mineral-based sun protection solution for consumers who prefer mineral sunscreens. This product caters to those seeking a more natural approach to SPF while maintaining hydration and protection.

These products were designed with an emphasis on multi-functional beauty solutions, allowing consumers to streamline their routines with products that offer a combination of SPF, skincare, and beauty benefits.

My Role as Co-Creator 

As the co-creator of Hello Sunday, alongside Amy Ford, I played an instrumental role in shaping the strategic vision, leading funding, and guiding brand positioning. Our focus was on ensuring we created products that were innovative and multi-functional, delivering sun protection, skincare, and makeup/ body care in one formula, making sun protection a part of consumers' daily beauty regimen.

Amy, as the founder and face of the brand, played a key role in product development, communicating our brand story and fostering a deep connection with consumers. We focused on delivering a product line that innovated within the beauty space, filling a gap where SPF meets skincare and makeup.

The Four P's of Building Hello Sunday as a Brand

Product

Offering: Hello Sunday SPF launched with a range of SPF products that combined sun protection with the benefits of skincare, makeup, and body care. From hydrating SPF moisturizers to tinted SPF foundations and sunscreen-infused specific body part lotions, each product was designed to protect the skin while offering additional skincare and beauty benefits.

Innovation: The brand set out to create a unique blend of SPF, skincare, makeup, and body care in every product. We developed formulas that were lightweight, non-greasy, and perfect for everyday wear, without compromising on performance or aesthetics. 

Quality Control: Our products are crafted in Spain, Australia and USA with high-quality ingredients to ensure broad-spectrum protection, hydration, and long-lasting wear. We ensure all products are vegan, cruelty-free, reef-safe, and suitable for all skin types, which became a defining feature of the brand.

Price

Affordable Luxury: We positioned Hello Sunday SPF as an affordable luxury brand. The aim was to offer consumers premium quality products that combined SPF protection, skincare benefits, and makeup/body care at an accessible price point.

Pricing Strategy: We strategically priced our products to remain competitive in the market while maintaining luxury-quality standards. By offering multi-functional products, we provided great value for money, ensuring our consumers felt they were investing in products that served more than one purpose. This pricing strategy positioned us as leaders in the SPF/Skincare/Makeup/Body Care hybrid niche.

Place 

Retail Partnerships: Hello Sunday SPF launched direct-to-consumer via our website and later expanded into strategic retail partnerships with Space NK, Selfridges, Boots, John Lewis, Sephora, Sainsburys and other leading beauty retailers. This expansion into key retail locations gave us visibility and allowed us to connect with consumers in stores.

Global Reach: We also expanded globally, establishing a strong online presence and selling across major e-commerce platforms like Amazon, beauty bay, cult beauty, etc and retailers worldwide. This allowed Hello Sunday to build a global customer base with ease.

Omnichannel Strategy: By combining physical retail with online shopping, we ensured Hello Sunday products were accessible to a wider range of consumers, meeting them where they shopped and creating a seamless experience both online and in-store.

Promotion

Brand Story: Our brand story focused on simplicity, self-care, and the power of multi-functional beauty. Hello Sunday SPF was created to make sun protection part of everyday beauty routines without the fuss. We wanted to show that SPF didn’t need to be a chore; it should feel like a luxurious part of self-care and skincare.

Amy Ford as Brand Face: Amy Ford, as the founder and face of the brand, played a pivotal role in promoting Hello Sunday through authentic storytelling. Amy’s presence brought credibility and connection to the brand, making consumers feel they were buying into something real and relatable.

Influencer & Community Partnerships: We collaborated with skincare influencers, and beauty professionals to build a community around the brand. By focusing on genuine relationships with consumers and influencers, we expanded our reach and built brand advocacy.

Social Media Engagement: Our social media strategy revolved around educating consumers on the importance of sun protection and showing how Hello Sunday SPF could easily fit into their beauty routine. Through Instagram and TikTok, we built a community of loyal followers who appreciated the brand’s message of self-love and effective protection.

Strategic Milestones

Cult Beauty Launch: Hello Sunday SPF made a significant debut on Cult Beauty, a leading UK-based beauty retailer known for curating innovative and high-quality brands. This launch marked the brand's entry into the competitive beauty market and set the stage for its expansion.

Sephora USA Expansion: In a landmark move, Hello Sunday SPF launched in Sephora USA, becoming a standout female-founded SPF brand in the U.S. market. This expansion was supported by a comprehensive marketing strategy, including influencer partnerships and in-store events, aligning with Sephora's commitment to offering diverse and inclusive beauty products.

Strategic Investment by Kao Corporation: In August 2024, Hello Sunday SPF was partially acquired by Kao Corporation, a global leader in beauty and personal care. This acquisition underscores the brand's potential and aligns with Kao's strategy to enhance its presence in the skincare and sun protection categories.

Brand Philosophy

Hello Sunday SPF champions the belief that SPF is not a privilege but a necessity. The brand emphasizes the importance of daily sun protection, regardless of the weather or season, and strives to make SPF an integral and enjoyable part of everyone's skincare routine. The focus is on making SPF easy and fun to incorporate into daily beauty regimens, while also offering skincare and makeup benefits in a single product.

How I Can Help Your Brand Achieve Success 

The success of Hello Sunday SPF reflects the impact of strategic guidance, funding, and brand evolution that I provide through TAIU.

Here’s how I can support your business in achieving global success

Brand Evolution: Just as I helped Hello Sunday SPF build its unique brand identity, I can assist your business in shaping your brand’s vision, refining your market positioning, and ensuring your products resonate with your target audience.

Market Expansion: With extensive experience in taking brands global, I can guide your business in entering new markets, building international partnerships, and expanding your global retail presence.

Product Innovation: I specialise in creating multi-functional products that meet the evolving needs of today’s consumers. I can help you develop products that combine different categories, just as Hello Sunday SPF revolutionised the SPF/Skincare/Makeup/Body Care hybrid niche.

Strategic Partnerships & Investment: From fundraising to securing strategic partnerships, I can assist your brand in navigating the complexities of investment rounds and forming profitable collaborations with major industry players.

Omnichannel Strategy: I offer guidance on building a seamless omnichannel experience, combining physical retail with e-commerce and social media strategies to expand your brand’s reach.

If you're ready to take your brand to the next level, let's collaborate and build a lasting impact together, just as we did with Hello Sunday SPF.

Through TAIU, I can help you achieve global success with a strategic approach that makes your brand stand out in today’s competitive market.