Luxury post-sun brand Zure Solaris made its official debut Thursday with a four-product lineup targeting skin care after sun exposure — a segment it says has been long overlooked. The brand is launching direct-to-consumer and at Cos Bar locations, with prices ranging from $58 to $148.
The debut collection includes:
- Shower Rinse ($58): An exfoliating oil-gel cleanser that can be used pre- or post-shower
- Body Treatment ($138): A barrier-boosting, hydrating body serum
- Cooling Infusion ($88): A calming, moisture-replenishing facial serum
- Essential Serum ($148): An anti-aging, anti-pollution facial treatment
A travel-sized body set is also on offer. Industry sources estimate the brand has multimillion-dollar potential.
Founders Bring Fashion Background to Beauty
Samuel Cheney, a creative director, and Aaron Hurley, a fashion photographer, co-founded the brand after years running their London-based creative studio, New Order, working with high-end fashion houses. Market research led them to identify a gap in the booming sun care category.
“The sun care category has exploded,” Cheney said. “It’s now a core part of daily skincare due to increased awareness of how sun and light exposure accelerate aging.”
Despite the SPF boom, Cheney and Hurley noticed that post-sun skincare remained largely underdeveloped — a space dominated by mass-market products with little luxury representation.
“That post-sun window is the antithesis of SPF — it’s the evening, the golden hour,” Cheney said. “We saw a chance to create a sensual, elevated brand that celebrates that time of day.”
No SPF, On Purpose
While many sun care brands center around SPF, Zure Solaris is deliberately excluding sunscreen from its offerings.
“We’re very much not doing an SPF,” Cheney emphasized. “There are already amazing SPF products out there.”
Hurley added: “We didn’t want to be just another sun care brand. We’re here to do one thing, and do it really, really well.”
Biotech Ingredients and Signature Scents
Zure Solaris products feature a proprietary Solar Repair Complex, combining biotech ingredients like:
- Calendula: Soothes the skin
- Collagen Prepeptide PF: Stimulates collagen production
- Tego Cosmo C250: Targets pigmentation
- Bio-Chelate 5: A fermented mineral complex that supports growth factors
- Wild Indigo: Reduces inflammation
Additional ingredients include tremella mushroom, niacinamide, and alpha-hydroxy acids, all aimed at strengthening the skin’s architecture and improving brightness and tone over time.
The body products are scented with a custom Grasse-formulated fragrance evoking the golden hour. Notes include calamanzi, violet leaf, ginger, nocturnal blossoms, amber, blonde woods, white musk, orris, vetiver, and suede.
Retail Strategy and Expansion Plans
Zure Solaris is partnering with Cos Bar to enter physical retail from day one — a move Cheney sees as essential for a sensory-driven brand.
“Cos Bar’s luxury footprint, in places like Aspen and other travel destinations, made it a perfect fit,” Cheney said.
Cos Bar CEO Oliver Garfield confirmed that the retailer will prioritize education and visibility for Zure Solaris. “Samuel and Aaron will visit stores across the country for hands-on training. Nothing builds credibility like founders who can personally share their story.”
While the U.S. is the brand’s core market, EU and U.K. shipping is available, with international retail expansion planned for later this year and next.
“The premium post-sun segment is wide open,” Cheney noted. “Globally, 84% of after-sun products come from mass brands. In premium retail, less than 4% of sun care SKUs are after-sun. That’s the white space we’re filling.”
Related topics:
