Cult Aussie SPF brand Ultra Violette Announces US Expansion with Nationwide Launch into Sephora

NEW YORK, March 12, 2025 /PRNewswire/ -- Ultra Violette, the Australian sunscreen brand that changed the game for SPF globally, announces its long-awaited launch into the US market as its 30th market. First launched in 2019, Ultra Violette is credited with inventing the sunscreen-meets-skincare category with their innovative formulas coined SKINSCREENS. Now the brand continues its accelerated global expansion with its US retail partner, Sephora.

Today, Wednesday March 12th, 2025, Ultra Violette will be available via Sephora.com and from Friday March 28th, it will launch into 592 Sephora stores across the country.
US consumers will be able to shop a range of Ultra Violette SKINSCREENS, six products in total including one brand new product, Vibrant Screen™, that will be exclusive to the US for the launch of the brand. The edit also includes the globally adored cult-favorite Supreme Screen, Velvet Screen, Future Screen and two shades of Sheen Screen lip balm. Ultra Violette has worked closely with Sephora to bring this range to the US, which has been its most heavily requested market since launch.

Ultra Violette was co-founded by beauty industry veterans and product developers Ava Matthews and Bec Jefferd. Living in Australia demanded daily sunscreen wear, but they both despised the heavy, sticky, out-dated options available. So, Bec and Ava dedicated three years and 107 samples to create a wardrobe of wearable SKINSCREENS that felt and performed like top-shelf skincare but provided the highest level of protection for the skin.

"The fact that this is finally happening is a hugely transformational moment for the business," says Ultra Violette co-founder Bec Jefferd. "We are blown away by the support of Sephora, our long-time global retail partner, who have always understood what we were looking to achieve and put their full force behind us. Because we exist in such a highly regulated category, and with that additional layer of complexity, the Sephora team have been so hands on in helping to navigate our launch into the world's largest beauty market."

''We are thrilled to expand our partnership with Ultra Violette and introduce this innovative Australian-made sun care brand to our U.S. clients," said Cindy Deily, VP Skincare Merchandising at Sephora. "Formulated to comply with high regulatory standards of protection against the harsh Australian sun, Ultra Violette offers effective formulas that infuse powerful skincare ingredients and are designed to fit seamlessly into existing beauty routines. We look forward to welcoming this exciting brand to our skincare assortment as we continue to grow our sun care offerings.''

"Launching into the US is the most significant brand moment for us since we first introduced Ultra Violette to the world six years ago", says co-founder, Ava Matthews.

"From day one, we received an influx of support and enthusiasm from US consumers eager to get their hands on the range. And, despite not being available in the US until now, we have a loyal fanbase already – those who have found the brand on their travels or through friends. It's critical that the US range matches its global counterparts – so we have done extensive blind and panel testing on any tweaked formulations to ensure US customers get the same SKINSCREEN experience we are known for in other parts of the world."

Ultra Violette has a cult following of celebrities, influencers and everyday consumers alike that sees a SKINSCREEN sold every 20 seconds. The brand is now available in 30 countries, with every formula in the range is made by Ultra Violette's own in-house team in the toughest place to get a sunscreen tested and approved, Australia.

It remains Ultra Violette's aim for everyone to see sunscreen as an enjoyable daily beauty essential for long-term skin health, rather than a boring, obligatory addition to your beach bag.

SOURCE Ultra Violette