Our Story

In 2017, Justin set out on a transformative journey to Costa Rica, eager to learn the art of surfing. Little did he know that this adventure would forever change his perception of sun protection. Suffering from a severe sunburn during his trip, Justin experienced firsthand the consequences of neglecting sunscreen. The discomfort and peeling skin served as a wake-up call, challenging the misconceptions he had been taught throughout his life about the protective nature of his melanin-rich skin.

Determined to challenge these ingrained beliefs, Justin embarked on a quest to find the perfect sunscreen. He tried every product available, resulting in comical appearances with the white residue of various natural sunscreens on his face. Unsatisfied with the white cast left behind, Justin sought an alternative solution. It was during his time in Costa Rica that he connected with local surfers who imparted valuable knowledge about mineral sunscreens and the importance of preserving ocean reefs. They even shared the secret of incorporating cocoa or chocolate into homemade zinc sunscreens to match individual complexions.

Inspired by his newfound understanding and armed with a desire to make a difference, Justin returned home and set out to develop a sunscreen specifically tailored for his loved ones. This endeavor marked the birth of HUEY, a brand that derived its name from the concept that each HUE or skin tone has its own unique susceptibility to sunburn.