Shontay Lundy, Black Girl Sunscreen - Growing a brand and community as a suncare pioneer

Written By Tenaj Ferguson

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This week, I spoke to Shontay Lundy, creator and founder of Black Girl Sunscreen. In 2016, when Shontay became tired of using sunscreen that left a white residue; She created Black Girl Sunscreen (BGS), a 30 SPF lotion infused with natural ingredients and formulated for women of color. 

Black Girl Sunscreen has not only provided women with darker skin tones a healthy option to protect their skin, but the brand has cultivated a strong reputation for empowering black women. The goal of BGS is to educate women of color on sun safety and skin protection. Shontay has emerged as a thought leader in the beauty industry, and her success has been chronicled by Forbes, Business Insider, Teen Vogue, InStyle, and countless other national publications.

Shontay is a first-generation college graduate who has made it her duty to outdo herself continuously. After graduating with an MBA, she decided that pursuing a doctorate was next. She worked fifty-five hours a week during the day while taking Ph.D. classes at night. During her pursuit of higher education, she decided to take a detour and follow her intuition by creating something beyond her.  

“I believe I was called to do this.” - Shontay

Without much support from her family, she chose what felt right at that moment. She put her doctorate program on hold, gave up her corporate job security, and moved to Miami. She states that her impact in the last five years is grander than a piece of paper. Her work with BGS has been like a hands-on Ph.D.

“In order for something to thrive, you can’t be pulled in many different positions and give a hundred percent.” -Shontay

Shontay’s passion for BGS is rooted in her liberation from being uncomfortable with her dark skin for years. She shares this freedom with those that look like her in mind. She is elated to see how consumers have evolved over the years. BGS now crosses the boundaries of race, age, and gender due to its reputation for doing what it says it does! It has recently launched two products to cater to children and further serve its target audience. 

BGS has grown exponentially in the last five years.  In January 2021, BGS launched in several ULTA locations across the country, and currently, Black Girl Sunscreen is the only indie black-owned product sold in Target’s suncare section full time. Also, Shontay was recently featured in a Target commercial which led to her crying tears of joy.

Each minute of this episode is laced with Shontay’s determination to live a life of impact. She shares how she has built a team of fellow visionaries and the highs and lows that have forced her to level up and remain relevant.

In This Episode You Will Learn:

  • Following intuition: (6:38)

  • Breaking New Grounds (11:52)

  • Diving into the retail scene (15:37)

  • Building a Dream Team (26:56)

  • Success can be Lonely (33:51)

  • A Day to Remember  (39:01)

  • Sticking to the Vision (53:31)

Questions Answered:

  • How does one discern their calling?

  • How does a brand understand its consumers?

  • How does a brand stay relevant?

  • What are the strategies associated with building a global brand?

  • How do you select investment partners?

  • How do you persevere without much support from your family or the guidance of a mentor?

Stream Black on Shelf NOW on Apple Podcast, Spotify, YouTube, Google Podcast, Amazon Music, Stitcher, and Pandora!

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Resources:

Tenaj Ferguson https://blackonshelf.com
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