Bec Jeffered and Ava Chandler-Matthews, co-founders of Ultra Violette, are two inspiring figures in the beauty industry. Their journey from colleagues at Mecca to successful entrepreneurs offers valuable lessons in business ownership, risk-taking, and strategic growth.

An Idea is Born

Bec Jeffered and Ava Chandler-Matthews both worked at Mecca, a major Australian cosmetics retailer, where they developed and marketed house brands. Bec, a seasoned professional juggling a career and motherhood, brought her deep understanding of finance, operations, and legal aspects. Ava, younger and more risk-inclined, focused on branding, marketing, and customer education. Their complementary skills set the stage for a powerful partnership.

In 2016, while working together at Mecca, the idea for Ultra Violette was born. They noticed a glaring gap in the market: sunscreen products were typically seasonal and functional, often marketed for beach use, and lacked appeal as daily skincare essentials. They envisioned a sunscreen that was not just a sun protection product but also a luxurious skincare item that people would want to use every day.

Ditching the Safe Corporate Job

Launching Ultra Violette was not without its challenges. The journey from idea to product took two and a half years of meticulous planning and product development. They spent weeks fine-tuning their idea on a whiteboard. 

They faced significant risks, including leaving their stable jobs and investing substantial personal savings into the venture. Initially, the business was bootstrapped with a $200,000 investment from their own funds, emphasizing their commitment and belief in the idea.

The development of their first product involved overcoming the challenge of creating a formulation that combined the qualities of skincare with effective sun protection. This innovative concept, which they branded as “Skinscreens,” required significant time and resources to perfect. They aimed to change the narrative around sunscreen, positioning it as a year-round, essential skincare product rather than a seasonal item.

A major turning point was their partnership with Sephora, which opened doors to global markets. However, the COVID-19 pandemic presented unforeseen challenges, delaying their launch plans and forcing them to adapt to a rapidly changing market environment. Despite these hurdles, they maintained a lean operation, which allowed them to scale up or down as needed.

Launching “Skinscreens”

Despite the obstacles, Ultra Violette launched in January 2019 with just 3,000 Instagram followers. The brand quickly gained traction, leveraging their strong branding and the innovative appeal of their Skinscreens. Their products resonated with consumers, leading to rapid growth in both online and physical retail spaces.

In 2023, the founders announced their decision to take on an external investor, partnering with Aria Growth Partners, who provided $15 million in investment. This marked a significant milestone, enabling them to expand further into international markets, including North America, where they launched in Sephora Canada in March 2024.

Their strategic approach to growth included not just expanding their product range but also investing in robust marketing and maintaining a strong online presence. They focused on creating a brand that was not only innovative but also resonated deeply with consumers, emphasizing the importance of daily sunscreen use for skin health and anti-aging.

Key Insights for Business Owners and Aspiring Entrepreneurs

• Identify and Fill a Market Gap: Ultra Violette succeeded by identifying a niche market need—high-quality, skincare-like sunscreen products—and filling that gap with an innovative offering.
• Invest in Product Development: The founders’ commitment to developing a unique product was key to their success. Investing in high-quality formulations and thorough testing ensured that their products stood out in the market.
• Lean Operations: Starting with a lean business model allowed them to adapt to changes and challenges, such as the COVID-19 pandemic, without being overburdened by overhead costs.
• Strategic Partnerships: Aligning with Sephora and later Aria Growth Partners enabled them to scale rapidly and enter new markets, highlighting the importance of choosing the right partners.
• Strong Branding and Marketing: Their success was significantly bolstered by strong branding and marketing efforts, including leveraging social media to build a community and create buzz around their products.

Ultra Violette’s journey from a small startup to a global brand showcases the power of innovation, strategic planning, and resilience in the face of challenges. Bec Jeffered and Ava Chandler-Matthews’ story is not only inspiring but also provides valuable lessons for aspiring entrepreneurs looking to make their mark in any industry.

Listen to Bec & Ava on the Foundr Podcast

Sources:

The Foundr Podcast – #517: We Made $400K In 6 Months Selling Sunscreen

AFR – “How Ultra Violette went from 3000 Insta followers to global brand”, May 15, 2023

Forbes – “‘Impressive’ Aussie SPF brand banks $15 million to propel expansion plans”, January 24, 2024