Sephora has launched numerous new brands in recent months, many of them buzzy and beloved — but perhaps none has been as hotly anticipated as Ultra Violette (that's pronounced "violet"), the Aussie sunscreen brand first launched in 2018.

Sephora marks the brand's official debut into the U.S. market — a landmark occasion, because, as co-founder Bec Jefferd said on this week's episode of The Glossy Beauty Podcast, "You can't be a serious global beauty brand if you aren't in the U.S."

That's in spite of the fact that the brand has already launched in 29 other markets. Jefferd and co-founder Ava Matthews met as coworkers at Mecca, the premier Australian beauty retailer. Growing up in Australia, sun protection is a focus, even in childhood, given the country's climate and high skin cancer rates, Matthews said. Still, in 2016, when they began ideation for the brand, the duo saw the opportunity for a brand that approached the category differently.

"[Sunscreen] wasn't at the center of a skin-care routine. We were talking about it as a skin cancer preventative or something to wear in summer, even in Australia," Matthews said. "There were a lot of people talking about sun care in a serious way, in terms of [skin] cancer, but no one talking about sun care as a kind of prestige skin-care product." For reference, Supergoop launched in 2007, as did Coola; while Vacation launched in 2021, as did fellow Aussie sunscreen brand Naked Sundays.

Ultra Violette, with its brightly colored packaging and elegant formulas, quickly became one of the hottest sunscreen brands on the market — its unavailability in the States only added to its cool factor. In-the-know editors got it overseas or had friends bring it back when they traveled — it became ubiquitous in chic poolside pics.

As recently as 2021, Matthews and Jefferd had no plans to launch in the States, but now, with formulas they've deemed just as good as their Aussie counterparts and the promise of a new broad-spectrum filter likely soon to be approved in the U.S., the time was right. And though the U.S. has not approved a new filter since 1999, 2026 might change that. As of March 28, the brand is on Sephora.com and in-store at all doors.

As for the marketing for the Sephora launch, influencer partnerships are about to kick off, mailers have gone out, and a New York City breakfast, co-hosted by Tinx has been held. As Matthews put it, "We're really not prepared to fuck this up." The U.S. range features five products, to start, four sunscreens and one lip product — with SPF, of course — in two shades. Prices range from $22-$40. In 2024, the brand closed a 15 million Australian-dollar minority investment from equity firm Aria Growth Partners.

In this episode of The Glossy Beauty Podcast, the co-founders discuss why it finally made sense to launch stateside, why there's promise in the long-awaited new sunscreen filters in the U.S. and who the Ultra Violette customer is, especially as the sunscreen market has become more crowded.