Interview: Amy Ford of Hello Sunday

After years of working in the beauty industry across the UK, Australia, and Spain, Amy Ford recognised a clear gap in the way we care for our skin. While daily sun protection is second nature in some parts of the world, in others, it’s still seen as a summer-only essential.

Determined to shift that mindset, Amy spent 18 months developing a line of high-performing, multitasking sunscreens designed to fit effortlessly into everyday routines. The result is Hello Sunday: a brand that combines comfortable textures with broad-spectrum protection, delivered through formulas that actively benefit the skin.

Since launching in 2021, Hello Sunday has become a go-to name in everyday sun protection, helping to reframe SPF as a daily ritual rather than a seasonal afterthought. The brand is now stocked in major retailers including Boots, Sephora, Space NK, and Cult Beauty, has expanded internationally, and built a loyal customer base drawn to its accessible pricing and skin-first ethos.

We recently caught up with Amy Ford to talk all things SPF — from the spark that inspired Hello Sunday to the milestones that have shaped its journey. She shares her approach to brand-building, the lessons learned along the way, and what’s next for the suncare disruptor.

What inspired you to create Hello Sunday?

I saw a real gap in both how people perceived SPF and what was available on the market. It was still seen as something reserved for beach holidays, often packaged in bold blues and yellows that reinforced that seasonal mindset. UVA rays are present 365 days a year, not just when the sun is shining, so sun protection shouldn’t be seasonal.

I wanted to shift the conversation and create a brand that made SPF feel like a daily skincare essential. It also had to be inclusive, lightweight, and enjoyable to use – something you’d happily reach for every morning. And just as importantly, I wanted it to be affordable. Good sun protection shouldn’t be a luxury; it should be accessible to everyone, every day.

What product makes the best introduction to the brand?

I always recommend starting with The Everyday One SPF 50. It’s lightweight, non-greasy, and works beautifully under makeup. It was one of our first launches and really captures what Hello Sunday is all about – effective, inclusive sun protection that fits seamlessly into your lifestyle.

The One For Your Lips SPF 50 lip balm is also one of our top sellers; I always have one in my handbag. People often forget their lips!

What has been the biggest highlight?

Expanding into Sephora USA and seeing the brand in store was a real pinch-me moment! I also remember the first time someone ordered from our website and my phone made the ‘cha-ching’ noise. I was so excited I cried!

What advice would you give to those wanting to launch their own beauty business?

Be crystal clear on your brand’s mission and values and don’t compromise on them. There will be plenty of challenges and moments where you’ll need to pivot, but if you stay true to your core, it keeps everything grounded. Also, surround yourself with people who lift you up and challenge you in the right ways. Having a supportive network is everything.

What’s next for Hello Sunday?

We’re continuing to grow globally and to expand our portfolio with new, exciting innovations.

What does your daily skincare routine look like?

I am the queen of simple. I also have quite sensitive skin, so I am a big CeraVe user. I typically use the brand’s cleanser, a combination of serums with vitamin C and niacinamide, then, of course, a Hello Sunday SPF.

What are three beauty products you cannot live without?

What’s the biggest skincare lesson you’ve learned?

SPF is literally everything! It is the number one thing you can do for your skin to prevent premature ageing. If you don’t have this in your daily routine, you are missing a trick.

What person or brand would you love to collaborate with?

There are so many great brands out there, but I really enjoy following experts like Caroline Hirons, Dr. Idriss, and Nadine Baggott. I’d love to collaborate with anyone who’s passionate about championing daily, year-round SPF and helping shift the conversation around sun protection.

Hello Sunday is available in the UK at Boots and Look Fantastic, and in the US at Sephora.