Ultra Violette Makes Its US Debut

Cult Australian sunscreen brand Ultra Violette has officially launched in the US.

US consumers can now purchase six of the brand’s Skinscreens—including Velvet Screen, Future Screen, Sheen Screen, and the bestselling Supreme Screen—at Sephora. They will also be able to try a brand-new product, Vibrant Screen, launching exclusively in the US to celebrate Ultra Violette’s entry into the market.

“Launching into the US is the most significant brand moment for us since we first introduced Ultra Violette to the world six years ago,” says Ava Matthews, co-founder of Ultra Violette. “From day one, we received an influx of support and enthusiasm from US consumers eager to get their hands on the range. And, despite not being available in the US until now, we have a loyal fanbase already – those who have found the brand on their travels or through friends.”

When Ultra Violette launched in 2019, it redefined the suncare market with its Skinscreen formulations, combining high-performance sun protection with advanced skincare benefits. Co-founded by beauty industry veterans Ava Matthews and Bec Jefferd, the brand was born out of their frustration with heavy, sticky, and outdated sunscreens that weren’t suited for all-day wear. After three years of development and 107 tested formulations, they perfected a collection of lightweight, high-protection sunscreens that feel and perform like premium skincare.

Today, Ultra Violette is available in 30 countries, securing coveted retail partnerships with Sephora, SpaceNK, Harrods, and Liberty London. In 2024, the brand secured a AUD $15 million investment from consumer growth equity firm Aria Growth Partners to support its expansion into North America.

“We are thrilled to expand our partnership with Ultra Violette and introduce this innovative Australian-made sun care brand to our US clients,” said Cindy Deily, VP Skincare Merchandising at Sephora. “Formulated to comply with high regulatory standards of protection against the harsh Australian sun, Ultra Violette offers effective formulas that infuse powerful skincare ingredients and are designed to fit seamlessly into existing beauty routines. We look forward to welcoming this exciting brand to our skincare assortment as we continue to grow our sun care offerings.”

Ultra Violette is now available on sephora.com and, starting Friday, 28 March, will launch in 592 Sephora stores nationwide.