Multipurpose queen: Ultra Violette set to relaunch cult favourite sunscreen with more ‘robust’ skin beneficial formula

Fans of the brand can expect a relaunch of its star products, Queen Screen SPF50+ Luminising Skinscreen in the coming months.

“She is our icon, and we are reformulating her to make sure we have the best quality that we can possibly have out there in the market. Also, this is not just any SPF product, it’s a skin screen, so we made sure to have the best skin care ingredients in there,” ​said Clare Slater, senior global marketing manager, Ultra Violette.

“We have made the formula more robust with pink algae extract. We also have ​Pentavitin for 72 hours of hydration and Kakadu plum for vitamin C. It also has vitamin B5, vitamin F and Vitamin E.”​

Speaking to CosmeticsDesign-Asia,​ Slater said consumers have embraced pared down beauty routines, driving the need for multipurpose products.

“The consumer is trying to find products that help them reduce how many steps they have in their skin care routine. So, they want their products to have multi-benefits,” ​she said.

“With Queen Screen we are able to say its hydrating so you can avoid moisturiser if you want, and it has a beautiful finish on the skin so you can use it as a primer. And of course, it’s going to give you the protection you need with SPF 50+ protection.”​

In addition to the revamped Queen Screen, the brand is also relaunch its collection of lip care range, Sheen Screen SPF 50 Hydrating Lip Balm.

The new range of balms come in six shades that claim to be highly pigmented. They contain ingredients such as lanolin and shea butter that nourish lips as it combats sun damage.

‘World domination’

Ultra Violette was founded in 2019 by Rebecca Jefferd and Ava Chandler-Matthews.

Today, the brand is available in multiple markets globally through its website and retail partner Sephora.

With Sephora, the brand is available in South East Asia, the Middle East, and Europe.

According to Slater, the company is going strong in all markets on the back of demand for its differentiated sun care products.

“We’re going for world domination. You always know that an Australian SPF brand is going to have the greatest innovation, the best UV filters, and we’re tried and tested under the harshest sun in the world. So you can always trust Australians and sun care,”​ she said.

Next, the firm is working to expand into the North American market with a launch in Canada through Sephora.

Besides new market expansion, the company is also aiming to strengthen its presence in its current markets, such as Asia.

“We launched in Asia two years ago, and we’re really exploring the market. We really want to understand how we can empower people on sun care,”​ said April Heath, regional marketing manager, Ultra Violette.

Moving forward, Heath teased an upcoming new launch.

“Stay tuned for a new and innovative formula that’s something you haven’t really seen before.”​