How Shontay Lundy Built Black Girl Sunscreen to Fill a Massive Industry Gap

Shontay Lundy, founder and CEO of Black Girl Sunscreen, shared the personal journey that led to the creation of her brand while discussing the longstanding gaps in sunscreen formulation, education, and marketing for patients with skin of color.

Originally from upstate New York, Lundy earned her undergraduate degree from SUNY Cortland and an MBA in South Florida before spending more than a decade in corporate America. After relocating to Los Angeles in 2016, she embraced an active outdoor lifestyle that prompted friends to ask whether she wore sunscreen. Like many people with darker skin tones, Lundy initially believed sunscreen was unnecessary because she did not visibly burn. However, after searching for products specifically designed for Black skin, she found few options that addressed the cosmetic concerns of consumers with deeper skin tones.

Lundy explained that the white cast left by many sunscreen formulations has historically been one of the greatest barriers to sunscreen adoption among Black and Brown consumers. Because moisturizing is already a routine part of skin care for many individuals with skin of color, products that leave an ashy residue or alter skin appearance discourage regular use.

She argued that this gap reflects a broader lack of attention to patients with skin of color throughout the sunscreen development process. Historically, because melanoma incidence is lower among Black individuals than among White populations, sunscreen manufacturers often did not prioritize formulations designed specifically for darker skin tones. Lundy noted that the issue extends beyond manufacturers to include chemists, contract formulators, marketers, retailers, media, and even health care professionals, all of whom have played a role in limiting education and awareness around daily photoprotection.

According to Lundy, seasonal marketing has also contributed to misconceptions by reinforcing the idea that sunscreen is only necessary during the summer months. She added that inadequate education about photoprotection for skin of color remains common among both consumers and some health care providers.

When developing Black Girl Sunscreen products, Lundy emphasized that rigorous product testing is central to the company's approach. Formulations are repeatedly refined until they meet both their labeled SPF claims and the brand's standards for cosmetic elegance. She stressed that achieving reliable sun protection without leaving a white cast remains a core mission, with the goal of delivering products that encourage consistent daily sunscreen use among historically underserved consumers.

To hear the full conversation, listen to the latest episode of The Cutaneous Connection.