SPOOGE by Whitney Hovenic, MD, Aims to Bridge the Sunscreen Adherence Gap in a Unique Way

In a continuing conversation with Whitney Hovenic, MD, a Reno-based dermatologist and Mohs surgeon, she delves into the science and strategy behind SPOOGE, the mineral-based sunscreen brand she co-founded, aiming to encourage young patients to take better care of their skin.

What sets SPOOGE apart is not only its high-performance formulations—with ingredients like 22% zinc oxide, antioxidants vitamins C and E, aloe, and hyaluronic acid—but also the deliberate focus on sensory appeal. Hovenic emphasized that texture, scent, and feel are essential for user compliance, especially among younger demographics. The product line offers targeted benefits beyond UV protection. For example, "Cheeky" contains caffeine and magnesium to help with firming and redness reduction, while "Dew Me" includes hyaluronic acid for daily hydration. This hybrid approach aims to merge skin care with sun care, enhancing the user experience while still delivering high-quality protection.

Hovenic envisions SPOOGE as a vehicle for broader public health outreach, particularly around skin cancer prevention. The brand is actively building a network of dermatologists to lead community-based initiatives like free, pop-up skin checks at high-traffic areas such as beaches to improve early detection and education. Through social media platforms like Instagram and TikTok, the team aims to counter misinformation and debunk myths on skin cancer and sun care, delivering vetted dermatologic content in a tone that resonates with Gen Z and millennial patients.

“We as dermatologists are educating every day in our office about skin cancer risk reduction, but part of our platform, especially online, is to make sure that we're delivering that same message that you get in a dermatology office to the consumer,” Hovenic noted. “I love the brochures that we give out in our office, but if I give that to a 14-year-old...I'm not going to get their attention. So we need to approach this in a little bit different manner to reach this younger generation.”

Importantly, Hovenic hopes that health care professionals recognize SPOOGE not just as another sunscreen brand, but as a tool to shift behavior in populations traditionally resistant to daily sunscreen use. The edgy and memorable branding, designed to spark curiosity, is a calculated move to break through the noise and make sun protection more appealing.

It’s a “fun brand, serious mission,” according to Hovenic. The goal is to offer science-backed, skin-friendly options that dermatologists can confidently recommend, while also making sunscreen use feel rebellious, empowering, and enjoyable, especially for the 64% of GenZers who still don’t wear SPF regularly.

“I think fun is missing from a lot of things we do on a daily basis, and that's part of my mission as a dermatologist. Every interaction I have with my patients. I want to make sure that they're comfortable [and] having a good time. I want them to leave my office thinking, ‘Okay, that wasn't as bad as I thought.’ And I approach medicine that way, and so this is how I'm approaching sunscreen,” Hovenic said.