Where It All Began: The Story Behind the Launch of EthoSun - Passion. Purpose. Planet
We’re excited to be launching our first line of products in just two weeks—and I couldn’t be more proud to finally share the story behind EthoSun.
EthoSun was born from a quiet but urgent call—a moment when I stood under the warmth of the sun, surrounded by shimmering saltwater, and began to question the very products we’ve been told are designed to protect us.
As someone who has spent a lifetime working at the intersection of storytelling, wellness, and advocacy, I’ve always believed that our personal choices hold power. But it wasn’t until I dove deeper into the science of sun care—really looked beyond the pretty packaging and empty claims—that I realized how broken the industry had become. Chemical-laden sunscreens were not only harming our skin, they were wreaking havoc on the reefs, marine life, and ecosystems we cherish.
And that broke my heart.
I couldn’t unknow what I had learned. I couldn’t ignore the fact that most of what’s on the market today is toxic—to us, to our children, to the planet. So I made a decision: to build something radically better. Something clean. Transparent. Responsible. And deeply intentional.
That’s how EthoSun began—not as a product line, but as a promise. A promise to put people and the planet first. To create high-performance, mineral-based sun care that’s rooted in love—not loopholes. Every formula we create is reef-kind, science-backed, and completely free of harmful chemicals. Every bottle is a reflection of what I wish existed years ago. Safe enough for the most sensitive skin. Gentle enough for our oceans.
Of course, the journey wasn’t easy. There were late nights, manufacturing setbacks, partners who didn’t align with our values. There were moments I questioned if I could really do it differently—and still do it right.
But then I’d remember why I started. The little girl on the beach with sunscreen slathered across her cheeks. The sea turtle gliding through coral that’s vanishing. The mom who deserves to know what she’s putting on her child’s skin. And I’d push forward.
Because EthoSun isn’t just a brand. It’s a movement. A love letter to our planet. A mission to leave a handprint, not a footprint. It’s proof that beauty and sustainability aren’t trends—they’re responsibilities.
So whether you’re chasing the sun or shielding yourself from it, know this: you’re part of something bigger. You’re choosing care over convenience. Consciousness over compromise.
And that? That’s where the magic begins.
Thank you for believing in the vision. For choosing to #SunResponsibly. And for walking this journey with me.
With love and purpose,
Sarah Miller, CEO & Founder, EthoSun