Behind the brand: Sunly

As seasonal stock shifts from winter wellness to spring sunshine, and with May marking Skin Cancer Awareness Month, we spotlight the Canadian brand leading the charge in planet-friendly sun care.

Sunly by ATTITUDE is an entirely plastic- and cruelty-free range of solid mineral SPF and post-sun products for both adults and children, available in scented and unscented formats to suit all skin types.

Formulated in Montreal by female lab technicians, the travel-friendly, high performing SKUs are designed to glide onto the body without leaving any whitening trace on the skin, making them suitable for all skin tones. Non-nano zinc oxide creates a physical barrier on the skin, offering a protection level of SPF30 against the sun’s damaging rays.

The range of face and body sticks caters to every type of beachgoer: Unscented serves the needs of sensitive skin; Orange Blossom and Tropical appeal to those who prefer scented SPF products; Tinted achieves a ‘no make-up look’; the kids’ line offers broad-spectrum coverage for little ones; and SPF15 Coconut Lip Balm completes the range for added lip protection — an area of sun safety often overlooked by consumers.

The colourful, contemporary designs of the biodegradable cardboard packaging will stand out on-shelf and appeal to younger shoppers and Millennial parents. “We want to be attractive to Gen Z. They’re taking care of the planet, they question what they use, they want a brand that is transparent, and we fit into those values,” comments Julie Ramos, vice president of marketing at ATTITUDE, adding that the ‘fun, cool and fresh’ look embodies long summer days and peachy sunsets.

“I think with this collection we are really raising the bar,” says Ramos, who confirms EWG certification (meaning no carcinogenic or endocrine disrupting ingredients) and the brand’s commitment to working with One Tree Planted, contributing to reforestation projects with every item sold.