Brand founded by Dujon Smith develops sun protection designed for different skin tones and targets markets in the Global South.
Founded by Dujon Smith, the skincare brand My Block Skin emerges from a direct reading of the sunscreen market. The company develops products formulated for different skin tones and positions suncare as part of the daily skin care routine. The project stems from a historic gap in the beauty industry, which for decades structured the segment based on a limited consumer profile.
Before creating the My Block Skin, Smith built a career between technology, consulting and international innovation programs. Over the course of more than a decade, he visited more than 60 countries, an experience that ended up revealing a recurring pattern in the skin care market. In different regions of the Global South, access to sunscreen products adapted to skin with high melanin levels was still limited.
Observing this scenario, the founder began to look more closely at the suncare segment. While categories such as makeup and haircare went through important cycles of innovation and inclusion, sun protection advanced more slowly in formulation and communication. The launch of lines with a greater diversity of shades, as in the case of Fenty Beauty, helped transform other areas of the industry, but suncare remained relatively static.
It is in this space that emerges the My Block Skin. The company develops transparent gel formulas designed to prevent so-called white cast, a common effect in many sunscreens that leave whitish residues on the skin. The proposal is to integrate sun protection into the daily skincare routine, moving the product from seasonal use to a daily habit.
The first international expansion movements have already begun. Products from My Block Skin began to be distributed in retail chains such as Boots, in the United Kingdom and Ireland. At the same time, Smith observes opportunities in regions with strong sun exposure and diverse skin tones, including Latin America, Africa, and parts of Asia.
In the long term, the founder's ambition is to position the brand within a wider lifestyle territory linked to outdoor activities and global mobility. During our conversation, Smith spoke about the intention to build a company with an international presence and cultural relevance within the suncare segment. The proposal is simple: to transform sun protection into a daily skin care gesture, present in different markets and consumer routines.
