We Are Feel Good Inc

We Are Feel Good Inc

We Are Feel Good Inc. is best known for its “feel good” approach to sun care - helping families enjoy time outdoors with sunscreen that’s designed to feel comfortable on skin.

Born from a group of adventure-loving outdoor enthusiasts who dreamt up a sunscreen they could genuinely trust, the brand started with a practical problem: nobody wanted that sticky, heavy post-sunscreen feel. Their story is rooted in a family surfing trip and years of researching, developing, refining and testing, with an ethos focused on confidence from the first application to hours later. The brand also speaks directly to its wider mission: spreading the feel good lifestyle while treading lightly, with a commitment to minimal impact and ongoing learning. It frames its formulation thinking as “what’s in the bottle”, positioning its sunscreens as Australian made and owned, and pairing sun protection with skin-loving ingredients such as Vitamin E and Aloe Vera.

As for hero favourites, the Good Morning Daily Face Sunscreen SPF50 stands out as a go-to for daily routines, with variants including a fragrance free option. For higher exposure days, many shoppers reach for the mineral-focused Mineral Zinc Stick SPF50+ in the Otis Carey Limited Edition, made for face protection with a convenient stick format. Across body routines, Kakadu Plum Body Milk features in the range as a moisturiser built for post-sun comfort and everyday hydration.

In terms of categories, We Are Feel Good Inc. centres on sun care & tanning and skin care, supported by after sun care. While the brand is primarily recognised within sun care, its wider wellbeing-led presentation keeps the focus on feeling good alongside looking after skin.