There is plenty about Stil that immediately catches the eye. Founded by Tash Hagan, a former art director at Boden, it’s a mineral sunscreen brand that launched in early 2026, with a refreshingly creative point of view and a mission to take mineral SPF mainstream.
Living with Crohn’s disease, Tash found that conventional sunscreens irritated her skin, while mineral alternatives were often expensive, thick and heavy. There simply wasn’t a product out there that worked for her, so she decided to create one herself. And with her background in fashion and art direction, she saw an opportunity to rethink not just the formula but the whole experience of buying and using SPF, and to create something modern, bold and playful that felt more like beauty than pharmacy.
I should say here too, that I ordered some myself and genuinely love it. As someone with very fair skin, I’ve tried my fair share of SPFs, including plenty of thick, heavy formulas, and I’m very familiar with ALL THAT RUBBING IN. Stil felt different: beautifully smooth to apply, quick to sink in and not at all sticky, so if you’re looking to add an SPF into your daily skincare routine — and let’s be honest, we should all be doing that — then I’d genuinely make Stil your first port of call.
For this edition of Answers on a Postcard, I spoke to Tash about making sunscreen something people actually want to buy, finding inspiration well beyond the suncare aisle, the reality of building a brand from scratch and what comes next for Stil.
Before you knew exactly what Stil would become, what did you want it to feel like as a brand?
I knew it needed to be bold and stand out in the category — perhaps a little cheeky and playful, going against the grain of what was already out there. I wanted it to feel modern, and more like a beauty brand than the pharmacy aisle. I was bored of how clinical and science-led everything on the sunscreen shelves in the UK felt.
But I also wanted Stil to feel calm and grounded. Growing up, sunscreen always had a bit of a stigma attached to it. It was a hassle, something nobody really enjoyed using, and I wanted to flip that on its head.
Ultimately, I want people to actually want to buy sunscreen. So often it's a last-minute purchase before a holiday, rather than something we get excited about. We've seen that change happen in almost every other category, so why not suncare?
As someone with such a strong creative eye, where do you find inspiration?
I look at challenger brands in other categories. There are so many shifts happening in the consumer market right now, and I find that really inspiring.
I also take a lot from fashion, given my background. I love seeing what's happening there and thinking about how to bring some of that creativity into cosmetics. I'm drawn to quirky imagery that makes you stop and think — something you wouldn't necessarily expect to see from a brand. The last place I look for inspiration is within the existing suncare category!
What has surprised you the most about building a brand from scratch?
Without a doubt, the amount of work it takes. I was beyond naïve when I started. Knowing what I know now, would I have started? I’m not sure — and I think a lot of founders would say the same! I hadn’t realised quite how much work goes into every area of the business. You basically have to become an expert in everything, or at least try to. I completely underestimated how difficult it is for one person to run an entire brand.
Another big surprise has been what we’ve achieved organically. Until now, we haven’t spent any money on marketing because we’re bootstrapped, and paid ads are very cash-intensive. We saw strong early traction and decided to see how far we could take it.
The ability to make sales through organic social media has also genuinely shocked me. I never thought we’d get to where we are without a marketing budget. Building in public has created a community of people who are really invested in the brand.
And interestingly, the content that resonates and translates into sales isn’t necessarily the shiny hero-product imagery. It’s the behind-the-scenes content, the real and raw storytelling. That’s been a huge learning, and a lovely surprise.
Are there any particular brands you look to for inspiration?
Two brands I really admire are Merit and Jacquemus. I think they’re both marketing geniuses, in very different ways. Their imagery, videos and storytelling really make you stop and think, so they’re two real favourites of mine.
What does the next 12 months look like for Stil?
We’re planning two new products: a body SPF and a lip SPF. We’re also hoping to expand into retail within the next year. Ahead of summer 2027, we’d love to do more in-person activities and activations, and meet our community face to face.
More immediately, we’re planning to start paid marketing, which is exciting after growing entirely organically, so we’re hoping that helps us grow further. But it’s not all about growth, we also have plenty of teething issues to work through and need to make sure the foundations of the business are right before we scale. There’s a lot to focus on!
And finally, what would you write on a postcard to your younger self?
Buckle up! Whatever you think is ahead, it’s not, it’s ten times more exciting. And keep that carefree mindset, because you’re going to need it!
Discover more about Stil here at and follow on Instagram @Stil.Suncare.