We Are Feel Good Inc.

We Are Feel Good Inc. is an Australian sunscreen and skincare company, founded in 2015 [1], that markets itself as "the 'Feel Good' Australian Sunscreen." Its products are made and owned in Australia, and its range centres on broad-spectrum SPF 50+ sun protection alongside after-sun care and botanical skincare. In recent years the brand has expanded beyond Australia into the Nordic and wider European market, where it is stocked by retailers such as Andersen Beauty and featured in regional press.

The company frames its purpose around a simple idea — that "life is all about feeling good" — and set out to make a sunscreen that avoided the sticky, greasy feel of conventional products while still delivering reliable protection.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

The brand traces its beginnings to a family surfing trip, where the idea was conceived around a campfire by three couples whose number included a doctor, a builder and a professional surfer. According to the company, they noticed a gap in the market for a sunscreen they could "feel good about," and after years of research, development and testing launched the product as an Australian-made alternative [1]. Editorial and retailer accounts date the founding to 2015 [1][2]; the brand's own about page describes the founders' roles without stating the year.

The Australian King Parrot serves as the brand's logo, chosen, the company says, for being "colourful, unique, vibrant" and for a native habitat that reflects its outdoor, adventure-oriented spirit.

We Are Feel Good Inc. describes its guiding principle as "create that which you wish to see in the world," and says it wanted a sunscreen suited to the Australian lifestyle — one its founders' own families "could use and totally trust." That positioning leans on clean formulation and local origin: the company states its products are free from oxybenzone, octinoxate, parabens and PABA, and are "Australian made & owned." Its recurring tagline is the hashtag "#spreadthefeelgood."

The brand's identity draws heavily on surf and outdoor culture. It partners with a range of Australian surf and water-safety organisations, including Surfing WA, Surfing Queensland and Ocean Heroes, a program that introduces children on the autism spectrum to organised sport.

The company's core products are broad-spectrum SPF 50+ sunscreens, spanning face, body, baby, mineral, zinc and sensitive-skin formulas, together with an SPF 50+ lip balm and after-sun care. Its signature offering is the OG Signature range, and it sells botanical skincare lines organised around ingredients such as Kakadu Plum, Wild Rosella and coconut.

Several hero ingredients recur across the range. The brand highlights Kakadu Plum (Terminalia ferdinandiana), which it describes as having "the highest Vitamin C content of any fruit," alongside Wild Rosella for hydration, aloe vera, vitamin E and zinc oxide. Body sunscreens are enriched with vitamin E and aloe vera for antioxidant and hydration benefits.

We Are Feel Good Inc. states that its sunscreens and their ingredients are approved by Australia's Therapeutic Goods Administration (TGA), and that the formulas meet the Australian and New Zealand sunscreen standard, with water resistance ranging from 80 minutes to four hours. The company notes that SPF 50 "blocks 98% of UVB rays."

The brand describes its sunscreens as cruelty free, "ensuring that no animal testing is involved," and identifies several vegan products — including Good Morning SPF 50, Mineral Sunscreen SPF 50+ and the Mineral Zinc Stick SPF 50+ — while stating that its full range of non-SPF products is vegan.

All products are made and manufactured in Australia. On sustainability, the company frames its commitment through an acknowledgement of the Wadandi People of the region, pledging to follow "in the sandy, salty footsteps" of that community "by treading lightly and having a minimal impact on this place" [3]. It runs a recycling program and a "Sun Squad" loyalty scheme. The brand does not publish reef-safe certifications, carbon-neutral claims or measurable environmental targets.

In 2023 the brand was included in Scan Magazine's feature on "the 6 best Nordic sunscreens," reflecting its distribution in the Scandinavian market [4].

The brand is active. It operates a current e-commerce site with ongoing product ranges and a loyalty program, and maintains Nordic and European retail distribution through partners such as Andersen Beauty. Its most recent notable public activity on record is the 2023 Scan Magazine feature [4].