Ava Matthews is a former sunscreen delinquent who is now permanently coated in SPF50+. What started as a weekend side-hustle with co-founder, Rebecca Jefferd, became Ultra Violette, a cult Aussie sunscreen brand dedicated to future-proofing our faces. After a rapid rise, all within 12 months of launch, Ultra Violette was selected as Sephora’s first dedicated sunscreen brand and is now available in all stores across Australia and New Zealand. Here, Ava shares the inception of Ultra Violette, how the brand is responding to the ever-evolving economic climate, and what she’s learned along the way.