Cool sunscreen: Everyday Humans seeks to capture APAC market with ‘millennial-friendly’ sun care

The brand was founded in 2018 as the brand Everyday For Every Body before it was rebranded and relaunched as Everyday Humans in June.

“We wanted to have a branding that was globally appealing, and we thought that the previous iteration didn’t have what it took to be able to go across the different regions​,” said founder Charlotte C Pienaar.

Everyday Humans has recently launched across nine countries in APAC, including key markets Hong Kong, Singapore, Malaysia. Thailand and Australia, through an exclusive deal with beauty retailer Sephora.

Everyday Humans was founded to fill a gap in the market for an effective and affordable sun care product for millennials.

“What we saw were really only two choices in the market. There were the mass brands you get in the pharmacy – great formulas but it’s not a brand you’d be particularly excited to share with your friends on social media. Then on the other end of the spectrum, there are those with organic ingredients, even better textures, but at the same time, they are priced out,” ​said Pienaar.

“We wanted to create a sun care brand that is efficacious, textually superior, at the same time affordable and millennial-friendly.”​

Breaking into APAC

The APAC market holds a lot of potential for the company as consumers here take sun protection very seriously and do not need as much sun care education as its consumers in the US, said Pienaar.

She considers the APAC market to have more advanced sun care brands and products, however, she believes there’s an appetite for a brand like Everyday Humans and its products.

“There are a lot of Japanese and Korean players that are more established in the market. They are very good at marketing, very strong in product portfolio and suitable specifically for Asian skin. But we have the added benefit of being a relatively affordable brand that is attractive to young people,” ​she said.

Moving forward, Pienaar believes consumers will become more demanding when it comes to sun care products.

“Nowadays, you can’t have a sunscreen that is greasy with a white cast. You have to make sure it goes on well and plays well with make-up. In Asia, we are seeing sunscreens that have colour enhancing or skin toning benefits.”​

This is a trend the company can tap on as its products are ‘multi-step’​ products that have additional benefits such as pollution protection as well as skin care benefits.

Pienaar added that she was keen to see how the trend for more mineral sunscreens plays out in Asia.

“In the US or Europe, more and more people are looking for mineral sunscreen, but in Asia, people don’t really care. It’s more about texture here and chemical sunscreens are always significantly lighter. Our mineral sunscreen is doing very well in the US, so it will be interesting to see how people receive it here in Asia.​

To help raise its brand awareness, the company has put a digital marketing plan in place and plans to work with influencers and collaborate with local companies to raise its profile in the market.

It also hopes to leverage on its partnership with Sephora to get the brand gain traction in the market, said Pienaar.

“Sephora is a major focus for us. We want to work with our partner to do well. They are the best in class in the region and having someone who knows the market supporting us is super helpful.”​