Why sell-out ‘holy grail’ item with 160,000 strong waitlist – loved by Alix Earle and Khloe Kardashian – is flying off shelves

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An Aussie TV reporter-turned-SPF queen, who founded her own sunscreen empire, has seen a huge spike in sales after IT girl Alix Earle spruiked her ‘holy grail’ item.

Samantha Brett has been shaking up the beauty world with her skincare brand Naked Sundays – loved by the likes of Khloe Kardashian and Mikayla Nogueira.

But it’s the BeautyScreen SPF50 Peptide Foundation Tint that’s been winning over fans around the world after amassing a strong waitlist of 160,000 shoppers.

The ‘game-changing’ product has been so popular that it sold 50,000 units on launch day in August 2024, with one of its shades being snapped up within minutes.

Not only has BeautyScreen been making waves Down Under, but Naked Sundays has also made a mark in the US market, taking home multiple beauty awards – including the Cosmopolitan ‘Best Tint’ in the Acne Awards.

The Aussie-owned brand has grown rapidly over the last four years, even struggling to keep up with recent orders after TikTok sensation Alix started boasting about the beauty buy to more than 11.3million followers.

Naked Sundays reported a staggering 433 per cent increase in sales after the 24-year-old was seen using BeautyScreen in a couple of her viral ‘Get Ready With Me’ videos.

‘I always loved a skin tint and I’ve been using Naked Sunday’s BeautyScreen for two to three months now,’ Alix said.

‘When I met with my dermatologist doctor, we went through all the ingredients and she approved it for me. She said BeautyScreen is good.’

What Alix loves about the Aussie SPF product is its a lightweight formula, especially after struggling with ‘cakey’ makeup from heavy foundation. 

‘I’ve been using this skin tint for a full glam and light makeup (look),’ she explained.

‘As someone who’s super picky about what they put on their skin and in their makeup routine, I’ve loved this product. 

‘My skin is well covered, yet still feels glowy and light.’

For anyone looking for a ‘great base’ for their makeup routine, Alix recommended BeautyScreen, saying it’s now her ‘go-to’ formula.

Serving as both makeup and skincare with SPF50, the tinted foundation ($54.95) is infused with skin-loving ingredients, including peptides and antioxidants.

Great for all skin types, the formula claims to provide broad spectrum UVA and UVB protection, which is what Naked Sundays is most recognised for. 

‘BeautyScreen is one of the only SPF50 foundation tints on the market made with mineral SPF filters, along with peptides for added skincare benefits,’ Naked Sundays founder Samantha Brett told Daily Mail Australia.

‘People are obsessed with it as it gives a flawless finish without being too heavy or greasy, plus it’s great for sensitive and acne prone skin.’

She said the idea to create BeautyScreen sprang to mind after it became one of the brand’s most highly requested products.

‘Our customers love our ability to infuse high performance suncare into makeup, and with the rise in the “no makeup makeup” skin, our customers have been begging us for a tint with SPF that wasn’t greasy and didn’t slip off easily,’ Samantha said.

Just four weeks after launching BeautyScreen, Naked Sundays had built a massive waitlist of 160,000 fans by September 2024.

The sought-after product has been flying off the shelves, even more so after Alix Earle endorsed the brand on her social media channels. 

‘When we first saw Alix wearing BeautyScreen on TikTok during one of her famous “Get Ready With Me” videos, it was a complete surprise and a true pinch-me moment,’ Samantha explained. 

‘To see one of the world’s largest influencers wearing a little Australian brand’s product just as we made our USA store debut was such a full circle moment.’

BeautyScreen has received more than 300 glowing reviews and boasts a near-perfect rating of 4.8 out of 5 stars.

Fans of the brand say the ‘beautiful’ formula ‘blends so seamlessly’ and ‘melts’ into their skin – leaving a ‘flawless, radiant finish’.

‘It’s my holy grail sunscreen. Obsessed,’ one shopper said. 

‘It’s my “I can’t live without” foundation now that we’ve met. It’s a match made forever,’ another raved.

‘I’ll admit, I was initially skeptical that this tint would last all day but it wears beautifully. I set it with a spray and a little powder, just like my other foundations, but it doesn’t pill like some other skin tints. It gives a beautiful mid-level coverage and leaves my skin looking natural,’ one added.

‘This is my new favourite. I’ve been trying out a lot of tinted moisturisers and skin tints. None compare to this one. It melts into my skin. Such a nice glowy finish without looking greasy in my oily areas (thanks combination skin). The coverage is perfect. The colour match is bang on as well. Please don’t stop making this,’ another shared.

The range comes in 13 shades, offering beauty fans a light to medium coverage – with five new shades expected to drop soon. 

The tint contains beneficial ingredients such as peptides, an anti-ageing ingredient that stimulates collagen, boosts moisture and hydration, as well as niacinamide and squalane, which helps even out skin tone and brightens the complexion.

Perfect for sensitive or irritated skin, bisabolol is a soothing ingredient derived from chamomile, while polyglutamic acid may provide intense hydration and support the skin barrier.

‘It has so many skincare and moisturising benefits that you really only need one step in the morning,’ Samantha said. 

‘It has replaced makeup and moisturiser for so many of our customers.’

Naked Sundays launched in the Australian market in 2021 and has since become one of the best-selling beauty brands in the country. 

It secured its first retailer within the first few weeks, launching into Mecca later that year and selling out of products in just 24 hours – a feat that was originally forecasted to take three months.

Naked Sundays SPF50+ Glow Mist, an Australian first, is the brand’s top-rated item, selling every minute around the world.

The Aussie brand created the world’s first non-silicone, water-based SPF50 CabanaClear SPF50 Water Gel, which led to Naked Sundays going viral multiple times over the past 12 months in the US.

The brand has now sold one million bottles of sunscreen globally since its launch. 

‘We cannot believe the rapid growth Naked Sundays has seen,’ Samantha said.

‘We are so grateful to have been able to change the narrative around suncare so more people think of it as “cool” and an essential, and dare I say it, a fun part of their daily routines.

‘Skin cancer is so prevalent in Australia so every positive message means more people will actually want to wear sunscreen. 

‘Just like hiding vegetables in clever recipes for kids, we’ve hidden super high performance suncare into your favourite makeup products like tints, bronzing drops, blush and lip oils so you don’t even know you’re wearing it.’

The brand is known for its best-selling products – including the SPF50+ Glow Face Mist Top Up Spray ($25-$38), SPF50+ Collagen Glow Mineral Perfecting Priming Lotion ($25-$39.95), SPF50+ Glow Body Mist Top Up ($42.95) and CabanaGlow SPF50 Mineral Glow Serum Drops ($25-$45).

Naked Sundays is now available in Mecca Australia, Sephora  UK and Ulta USA.

‘Next we have a super surprise launch in May and we’ll be continuing our global expansion into North America, the UK and beyond,’ Samantha added.

To shop the BeautyScreen range, click here. 

Use SPF as directed, reapply often, stay out of direct sunlight where possible. SPF is only one form of sun protection. Wear protective clothing when outdoors