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SPOOGE
Headquarters: Reno, NV
E-commerce: spooge.co
Social Media: Instagram / TikTok

What: A Gen-Z-coded sun-care brand developed by a dermatologist that offers four mineral sunscreen SKUs.

Price Range: $28-$34

Founders: Dr. Whitney Hovenic and Hillary Schieve

Origin Story: SPOOGE is a skin-care-meets-sun-care brand for the younger generation, which launched on July 15, 2025 at Cosmoprof North America. Co-created by double board-certified dermatologist, Dr. Whitney Hovenic, and Hillary Schieve, SPOOGE was born out of real skin needs. Dr. Hovenic spends her days cutting out skin cancer. As a mom to Gen Z and Gen Alpha girls, she saw the shift toward smaller bikinis and dangerous tanning trends firsthand, so was eager for the awareness around skin health to change from reactive to proactive.

For Schieve — mayor, entrepreneur and kidney transplant recipient — it’s personal. Because of her transplant, she’s at much higher risk for skin cancer due to lifelong immunosuppressants. After years in public service, she saw an urgent need to bring daily SPF protection to the forefront.

Short for “Shield People Optimally Outdoors Guard Everyone”, SPOOGE aims to “protect skin, spark conversation and shift the narrative around sunscreen from obligation to daily ritual.”

Hero Products: The OG 50 Face + Body SPF ($28), Cheeky 30 Face + Body SPF ($32), Dew Me 30 Face SPF ($34), Ghosted 30 Face SPF ($32)

PR Representation: EvolveMKD

How to get in contact: hello@spooge.co

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