SunSmart was founded by fashion industry veteran Ada Rose G., who decided to call Singapore home in 2021 after 30+ years in the fashion industry across Hong Kong, China and Southeast Asia. Shortly after leading the supply of 8.78 milion Temasek masks during the pandemic, Ada came across research revealing Singapore’s slow awareness of sun safety, despite the region’s  intense UV exposure.

She also discovered that Singaporean women spend an average of S$270 amonth on beauty and wellness, yet sun-protective clothing - the first line of defence against UV damage - is often overlooked.

Drawing from her fashion expertise, Ada identified a clear gap: sun-safe apparel that is both stylish and functional. In markets like Japan, Korea, China, and Hong Kong, sun-protection wear is a fashion staple, but yet to gain traction in Singapore.

"lt puzzled me that despite Singapore’s constant sun exposure, many still rely only on skincare instead of clothing for protection," Ada says. "Clothing is the most effective shield - and we can make it fashionable."

This vision gave rise to SunSmart, Singapore’s home-grown sun-safe brand for the modern lifestyle.