Our Mission
Our mission is to make sun care so pleasant, using it becomes a daily habit, which leads to something even better — something instinctive.
Protecting yourself from the sun, really protecting yourself (rather than slapping on whatever SPF-ish moisturizer’s on your counter) takes a mindset shift and new habits. But once you start properly protecting your skin from the sun, you will feel the difference, in your skin and underneath it, too. You know you’re being taken care of by the best person for the job — you.
Our Team
The founders:
We are Carylyne Chan and Emily Hurd, two former tech execs who bonded over SPF frustrations. After months spent comparing notes on our failed quest to find that holy grail — Carylyne’s drawer had 100+ mineral sunscreens! — we decided to create Good Instincts.
Our dermatologist partner:
We consulted Veronica Rotemberg, M.D. PhD from Memorial Sloan Kettering at every stage of this process, from concept to execution. In between, we iterated on 100+ formulations with our Singapore chemist team. We finally found the formula that we all agreed was better than any other mineral sunscreen on the market. (Dr. Rotemberg is a physician at MSK. The views expressed are her own.)
Our Pledge To You
Our main value is excellence: We will not release any sun care product that we don’t stand behind 100%. That means no shortcuts. No compromises. We are launching with only one product, and that’s by design. This will never be the kind of company with an endless scroll of sun care options because we believe many of them — sprays, powders — simply don’t offer proper coverage. We are sun care obsessed, and we promise that every Good Instincts product has been formulated and tested until it’s so good, so efficacious and nourishing, we are slathering it all over ourselves and our friends.