How One Dermatologist is Revolutionizing Sun Care to Protect a New Generation

Whitney Hovenic, MD, a dermatologist and Mohs surgeon based in Reno, Nevada, at The Skin Cancer and Dermatology Institute, spoke to Dermatology Times about a concerning shift in sun protection behaviors among younger populations. With a master’s degree in public health, Hovenic brings a dual lens of clinical dermatology and preventive care to her observations. She notes that while there had been positive trends a few years ago, such as increased use of sun-protective clothing among youth, this progress appears to be reversing. Today, she observes that many teens, including her own daughter, are embracing tanning culture, prioritizing appearance over skin health despite growing up in skin cancer–aware households.

Hovenic cited the American Academy of Dermatology's recent findings that 50% of Gen Z reported sunburn in the past year, and many scored poorly on skin cancer awareness assessments.¹ She attributes this to a disconnect between long-term risks and immediate visual outcomes, advocating for a shift in public health messaging. Rather than fear-based tactics, she suggests dermatologists frame skin care as proactive body maintenance, encouraging realistic, achievable protective habits.

In response to this trend and dermatologic practice gaps, Hovenic co-founded SPOOGE, a sun care brand aimed at increasing both sunscreen usability and access. The name stands for “Shield People Optimally Outdoors, Guard Everyone”. The concept arose from both her clinical experience and a successful community outreach event in Reno, where 225 individuals were screened in just 3 hours, resulting in the early detection of melanoma in at least 1 patient. Hovenic created the brand alongside Hillary Schieve, a kidney transplant survivor with increased skin cancer risk.

“The name is bold. It's a little different, but it has a meaning behind it and that's our mission. We wanted to give [patients] a great product, but we also wanted to make a great product at an accessible price point,” Hovenic said.

SPOOGE addresses a common barrier in sun protection: the dislike of existing sunscreen products, particularly mineral-based ones that can feel greasy, sticky, or cosmetically unappealing. The brand’s mission is to offer dermatologically tested, cosmetically elegant sunscreens at an accessible price point, filling the gap between premium clinic-only options and drugstore products that patients often reject. SPOOGE also integrates advocacy by aiming to build a national network of dermatologists offering free skin checks, with a particular focus on engaging Gen Z. As sun-exposure behaviors evolve, Hovenic emphasized the need for innovative, inclusive strategies to ensure long-term reductions in skin cancer rates.

“Let's make something that people want to use to enhance their look, but also provide really good protection. So it all comes full circle for me when I look at what's happening in the world and also why we really wanted to bring this brand to the world,” she concluded.

Reference

1. AAD survey: half of Gen Z got sunburned in 2024 — and many still don’t know the risks. The American Academy of Dermatology. May 20, 2025. Accessed July 31, 2025. https://www.aad.org/news/survey-gen-z-sunburned#:~:text=Despite%20enjoying%20being%20in%20the,important%20reason%20to%20use%20sunscreen.