My Block Skin bets on inclusive suncare for global expansion

Founded by Dujon Smith, the skincare brand My Block Skin emerges from a direct reading of the sun protection market. The company develops products formulated for different skin tones and positions suncare as part of the daily skin care routine. The project arises from a historical gap in the beauty industry, which for decades structured the segment based on a limited consumer profile.

Prior to creating My Block Skin, Smith built a career spanning technology, consulting, and international innovation programs. Over the course of more than a decade, he visited over 60 countries, an experience that ultimately revealed a recurring pattern in the skin care market. In various regions of the Global South, access to sun protection products adapted to skins with high levels of melanin was still limited.

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Upon observing this scenario, the founder began to take a closer look at the suncare segment. While categories such as makeup and haircare underwent significant cycles of innovation and inclusion, sun protection advanced more slowly in terms of formulation and communication. The launch of lines with a greater diversity of tones, such as in the case of Fenty Beauty, helped transform other areas of the industry, but suncare remained relatively static.

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This is where My Block Skin emerges. The company develops transparent gel formulas designed to avoid the so-called white cast, a common effect in many sunscreens that leaves white residues on the skin. The proposal is to integrate sun protection into the daily skincare routine, shifting the product from seasonal use to a daily habit.

The first moves towards international expansion have already begun. My Block Skin products are now being distributed in retail networks such as Boots, in the United Kingdom and Ireland. At the same time, Smith observes opportunities in regions with strong sun exposure and diversity of skin tones, including Latin America, Africa, and parts of Asia.

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In the long term, the founder's ambition is to position the brand within a broader lifestyle territory linked to outdoor activities and global mobility. During our conversation, Smith spoke about the intention of building a company with international presence and cultural relevance within the suncare segment. The proposal is simple: to transform sun protection into a daily gesture of skin care, present in different markets and consumption routines.

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