Good Instincts: A Mineral SPF Brand Founded by Former Tech Executives – Latest Fashion Trends & Style Tips July 22, 2026 at 07:30PM

📰 Good Instincts: A Mineral SPF Brand Founded by Former Tech Executives

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Good Instincts: A Mineral SPF Brand Founded by Former Tech Executives - Latest Fashion Trends

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✨ Fashion Insights & Trends:

HQ: New York
Founders: Carylyne Chan and Emily Hurd
Social:Instagram
Category: Sun Care
E-comm:goodinstincts.com

Price Range: $54
Hero Product:Proper Sunscreen ($54)
PR Representation: Stories Consulting
How to get in touch: team@goodinstincts.com

Origin Story

Good Instincts was founded on a simple premise: the best sunscreen is the one you'll actually use.

Former tech executives Carylyne Chan and Emily Hurd launched the brand in 2025 after four years of quietly doing what they knew best — identifying a broken system and rebuilding it from scratch. After their tech exit in 2020, they turned their attention to sunscreen: a category where texture, finish and compatibility with the rest of a skin-care routine have long conspired against consistent daily use. The goal wasn't to make another SPF. It was to make one that earns a permanent place in the routine.

That required 10,000 hours of development and more than 100 formulation iterations. Proper Sunscreen is a mineral SPF 50 built around 22.1% zinc oxide — a concentration most brands avoid because it notoriously turns formulas thick, chalky and hard to wear. Good Instincts solved for that, delivering higher mineral protection in a texture that sits weightlessly under makeup and skin care, enriched with oolong tea, niacinamide, squalene and peptides.

Made in Singapore and developed in collaboration with leading dermatologist Dr. Veronica Rotemberg of Memorial Sloan Kettering, it's the rare SPF that feels less like sun protection and more like skin care worth looking forward to.

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