Game-changing new sunscreen Glowguard is changing the way people think about SPF

A Bachelor of Commerce majoring in Marketing and Innovation and Entrepreneurship sounds like an obvious study path for a budding entrepreneur. But Melitta Adam admits that she didn’t embark on her Commerce degree at the University of Auckland Business School with the intention of launching a brand. “I simply studied subjects that interested me,” she says. However, it seems entrepreneurship comes naturally to the enthusiastic young founder of New Zealand-based skincare start-up Melitta Skin. “I’ve always been drawn to building things that feel necessary and can provide better solutions than what is currently available,” she says. “Product development is where my heart is.”

Melitta’s problem-solving mindset underpins the development of Melitta Skin’s flagship product, Glowguard. As a next generation sunscreen that delivers the elusive combination of maximum protection and everyday wearability – SPF’s holy grail – Glowguard offers an innovative alternative to the limited selection of sun protection options in New Zealand’s skincare market.

Melitta noticed the disparity in sunscreen offerings when the Covid lockdowns curtailed her work as a skin specialist at leading Australasian beauty retailer Mecca. “For the first time in years, I had the space to really assess what was on the shelf,” she recalls. “At Mecca then, we stocked over 450 moisturisers, more than 300 serums, and just 14 sunscreens. For a country with some of the world’s harshest UV levels, that gap felt staggering. I kept coming back to the same question: why isn’t there an SPF that delivers on both performance and wearability?”

She shared her frustrations with Mecca colleague Jenny Jung. “The more we talked, the more we realised there was nothing on the shelf that truly worked for everyday wear, especially across different skin tones, lifestyles and makeup routines.” A concept for an elevated SPF solution began to take shape and when the pair joined forces with operations specialist Isabel Klaja, “everything clicked,” says Melitta. “It wasn’t a conscious decision to build a women-led brand, but it makes perfect sense. We each bring something unique: Jenny is a creative, Isabel brings operational clarity, and I lead on product and vision.” The three women committed to developing a product that not only met regulatory standards but also excelled in performance under makeup. “What unites us is a shared standard,” observes Melitta. “We won’t launch something unless we believe it’s best in class.”

And they’re confident that Glowguard is a game-changer. Its unique, serum-based formulation delivers double the wear time of standard SPFs while layering seamlessly under makeup, eliminating those common issues like stickiness or a white cast that deter consistent use. Their vision is to engender real, lasting change in New Zealand’s sun safety habits, says Melitta. “Only 10% of Kiwis wear SPF outside of summer. Shifting that dial is our biggest motivation.”

A key feature of the product is its pipette dosing system, designed to address the common problem of under-application of SPF. “Our pipette offers a visual dosing system – one full dropper for the face and neck,” explains Melitta. “It helps demystify application and builds better SPF habits across consumers.”

Glowguard launched in February after three years of painstaking product development. “We were constantly navigating uncharted territory, especially in formulation,” says Melitta. “We’re not chemists. But we’ve done thousands of consults, and have a deep market understanding. And dermatologists, cosmetic chemists, regulatory experts, creatives and makeup artists have guided this process at every level.” Although developing the product has been her favourite part of the journey, she admits that the final stretch took much longer than anticipated. “Getting the product from good to best on market takes time, feedback, and stubborn attention to detail,” she notes.

For the trio, it also took a commitment to protecting their vision. “There were countless moments where it would’ve been easier to compromise – to launch earlier, to simplify our claims, to reduce testing,” reflects Melitta. For example, at one stage they discovered that a raw ingredient had an unpleasant scent. “It would have been easier to launch with that formulation and add fragrance to mask the scent. However, one of our non-negotiables was being fragrance-free, as fragrance can cause skin irritation,” she says. “We pivoted and found a new lab in South Korea to work with. That discipline is what shaped the product we have today.”

Equally essential to Glowguard’s successful launch has been the guidance of diverse mentors and the support of various incubators, including the Velocity Launch Pad Accelerator and Venture Lab programmes delivered by the Business School’s Centre for Innovation and Entrepreneurship (CIE). “Velocity $100K Launch Pad was our first moment of real problem validation,” recalls Melitta. “It gave us momentum. Venture Lab gave us time and space to go deeper, to build properly, and to experiment with our market assumptions.”

Her studies helped, too. “Studying Marketing and Innovation and Entrepreneurship taught me how to structure a problem, validate a solution, and translate insights into product,” she observes. “I built Melitta Skin alongside my degree. Every assignment became an opportunity to work on the business or apply insights. I had lecturers who went above and beyond, helping me write market research surveys, run focus groups, analyse data and challenge assumptions.”

One assumption she does challenge is that entrepreneurship can’t be taught. “That’s not true,” she asserts. “Case studies, frameworks, and strategic thinking sharpen your instincts. The people who encouraged original thinking, and let us explore paths that didn’t yet exist, shaped the way I work today.”

Although it’s early days, the response to Glowguard has been “amazing”, shares Melitta. “It’s better than I could ever have imagined.” She cites a rave review from Viva Makeup Artist of the Year, Tallulah McLean, as a highlight. “Those are the moments we hold on to with pride after being told by so many labs that it wasn’t possible to create Glowguard.”

A passion for her purpose has kept her resolute in the face of this scepticism. “Be clear on why you’re doing it,” she advises. “People love to throw around stats like ‘90% of start-ups fail’. But if the problem matters to you and others and you’re obsessed with solving it, you’ll find your way forward.”

Melitta’s “why” was always clear. “Hearing that Glowguard has changed how people think about SPF – that’s everything to me,” she says. “My hope is that people fall in love with it so much, they forget it’s SPF – it just becomes a product they reach for every day.” The enthusiastic feedback suggests that’s exactly what’s happening – and she couldn’t be prouder. “Seeing people connect with something we dreamed up is deeply rewarding.”