→ Sunscreen should be skincare, not vacation gear.

Ultra Violette came from a simple gap Ava saw while working at Mecca: people would spend $200 on serums, retinols and treatments, then treat SPF like an afterthought bought at the drugstore. She and her co-founder wanted sunscreen to live on your vanity — and be used every single day.

→ SPF is protecting everything else you’re spending money on.

Pigmentation, melasma, fine lines, wrinkles, post-acne hyperpigmentation — Ava’s argument is that if any of these are concerns, sunscreen should be foundational to your routine. In her words, UV protection is essentially about protecting the investment you’re already making in your skin.

→ But no, you do not need sunscreen in a dark room.

Ava is very pro-SPF and very anti-fear-mongering. If you’re inside, it’s raining, you’re nowhere near a window and you’re “in a black room,” she says you probably have bigger problems. Her rule is much simpler: if you’re going to see daylight, put it on.

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→ You probably don’t need a 12-step skincare routine.

Ava thinks expensive cleansers are largely unnecessary — most of the product is literally going down the drain — and calls essences, hydration mists and overly complicated routines “superfluous.” Her own routine is basically serum + SPF in the morning and cleanser + retinol + moisturizer at night.

→ If sunscreen is breaking you out, make sure you’re actually removing it.

SPF has to form a film on your skin in order to work, which means cleansing it off properly matters. Ava says some people who think their sunscreen is causing breakouts may actually not be removing it thoroughly enough at night.

→ She is the “Vegas version” of her very chic mother.

Ava grew up in a fashion household — her mom was a stylist whose taste leans Phoebe Philo-era Céline, while Ava describes herself as a “magpie” who loves anything sparkly. Which, honestly, explains a lot about Ultra Violette’s very un-clinical approach to sunscreen.

FAQs with Ava

Why is sunscreen important on cloudy days?
Sunscreen is crucial every day because UV rays can penetrate clouds and still cause skin damage. Protecting your skin daily helps prevent long-term damage.

How often should I reapply sunscreen?
Reapply sunscreen every two hours, or more frequently if you are sweating or swimming, to maintain effective protection.

Can I use makeup with SPF instead of sunscreen?
While makeup with SPF provides some protection, it should not replace your regular sunscreen application. Use it in conjunction with a dedicated sunscreen for optimal protection.

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Let’s catch up?

I sat down with Deepica Mutyala, founder of Live Tinted. We talked about the red-lipstick-under-the-eyes YouTube hack that went viral and changed her life, building a beauty brand for people who still weren’t seeing themselves on shelves, and why she’s officially over the girl-boss idea that being a “real” founder means you have to be CEO. We also talked about her obsessions (cheap sunglasses, wired headphones) and the best investment she’s ever made—six years with the same therapist.

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I sat down with Julie Chung, a practicing ophthalmologist and the founder of T3. We talked about why there's no such thing as a universal hair tool and how spending one day a week performing cataract surgery reminds her what actually matters in life. We also got into growing up in an immigrant household, learning to embrace uncertainty as an entrepreneur, and the unexpected essentials she always carries in her bag.

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I sat down with Soshe founder Sahar Rohani, who started the brand while studying computational neuroscience at USC alongside her two co-founders. What began as a college class project grew into a beauty brand that’s built products alongside their customers.

We talked about why Soshe has refused outside institutional funding, the brand’s first launch into Ulta, and why Sahar believes the future of beauty belongs to brands that obsess over community instead of celebrity. And if you haven’t tried their blush yet… it’s magnificent.

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We talked about why she’s passionate about bringing Eastern medicine into the mainstream and why she’s never been interested in chasing wellness trends. We also got into Shizu’s daily rituals: annual silent meditation retreats, a 5 a.m. wake-up call, more than 2,500 Solidcore classes, and why she believes the most productive founders spend more time offline than online.

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If you missed our interview with Sofie, you can check it out here. Below: fun bits and BTS bobs from shoot day. This is office tours.

⭐ ICYMI ⭐

To back it up a bit… Sofie Pavitt built her brand from the treatment room up. Before there was a product line, there was her clinic in New York, where she became known for a very specific approach to skin: practical and deeply personalized.

What started with facials (especially for acne-prone skin) turned into a tightly edited line of products designed to do exactly what her clients needed. What set it apart early on was the way Sofie translated client concerns into products that solved them.

Sofie Pavitt Face is a brand where results come first, but the trust is what keeps people coming back. It’s not just about clearer skin (though yes, the Mandelic Serum has a bit of an ~obsession~ around it), it’s about understanding your own skin and creating a routine that makes sense for you.

Sofie demystifies skincare, and that’s why people trust her. Myself included. I’ve used tubs of the Omega repair cream at this point.

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To back it up a bit… SET Active launched in 2018 with the idea to make activewear that feels good to wear, fits well, and comes in colors you can’t find anywhere else. What started with a few core pieces turned into a full uniform.

What really set it apart early on was the way Lindsey built it: in public. She asked her audience what they wanted, teased colors, got real-time feedback, and actually applied it to the SKUs and the way they operated.

SET is a brand where the community came first and never left. It’s not just about the clothes (though yes, the colors, the fits, the fabric are a bit of an ~obsession~ of ours), but also the feeling around it. There’s real excitement and anticipation around drops.

Lindsey is a founder who makes you feel like you’re in on it with her. That’s because you are.

And that openness is intentional. At one point on the pod she talks about how, when it comes to oversharing and people’s reactions, “I think who I am in real life is also who you see on the internet.” It’s something she’s gotten pushback for over the years, but she sees it as part of the strategy.

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Obsessions With...

⭐ Babba Rivera ⭐

Thanks for tuning into the inaugural vlog-cast of OBSESSIONS WITH… ✨…

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5 months ago · 13 likes · 2 comments · Ty Haney and Babba Rivera

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⭐ IN CASE YOU MISSED IT ⭐

Obsessions With...

⭐ Babba Rivera ⭐

Thanks for tuning into the inaugural vlog-cast of OBSESSIONS WITH… ✨…

Listen now

5 months ago · 12 likes · 2 comments · Ty Haney and Babba Rivera

I first met Babba Rivera nearly a decade ago at an Outdoor Voices Dog Jog, and her office now overlooks the exact spot where we first met. Babba immediately makes you feel at ease, and that was the first quality I noticed in her all those years ago. She’s also built Ceremonia into one of the most exciting haircare brands out there by celebrating Latinx culture, ingredients, and rituals in a way that feels genuinely fresh (I’m deeply, deeply obsessed with the guava line).

We talk about Bad Bunny, Karol G and why your hair deserves lip gloss too. Also, she’s wearing archival Outdoor Voices, which made me realize that clothes from a decade ago are now considered archival... time can be rude.

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Where brands love you back. —TYB

This vlog-cast was an idea that grew out of ⭐️Obsessions⭐️ on TYB where our community shares the products they’re loving lately. New episode drops every other week (for the foreseeable future).