For brothers Stuart Kent and Dr. Steven Kent, sunscreen has never been an afterthought. The founders of Lazyface have built a skincare brand around a simple idea: sun protection should be part of your daily routine. Rooted in their upbringing and shaped by years of firsthand exposure to the realities of skin cancer, the company aims to make daily SPF use easier, more approachable, and more appealing.

Built by Brothers

University of Alabama graduate Stuart Kent and his brother, Dr. Steven Kent, grew up in a household that offered a unique perspective on sun protection and skincare. Their father is a dermatologist and Mohs surgeon, and from a young age, the brothers were exposed to the realities of skin cancer. Stuart recalls seeing “pictures of skin cancer on the dinner table.”

“Stuart and I both naturally gravitated toward always having sunscreen on hand,” says Dr. Kent. Their friends sometimes laughed at them, but after getting burned on the first day of a golf, beach, or hiking trip, those same friends were often asking to borrow sunscreen. For the Kent brothers, sunscreen was never just a vacation product. By learning firsthand from their father and hearing about his work, they understood the importance of making sun protection part of a daily routine.

Years later, after countless days handing out sunscreen to friends at college parties, on the beach, and on the golf course—and after Steven followed in his father’s footsteps to become a dermatologist and fellowship-trained Mohs surgeon—the brothers decided to build something together. They set out to create a company rooted in their shared appreciation for skincare, sun protection, and healthy habits.

The two brothers had long hoped to work together on a project they were both passionate about. Judging by the product they’ve created and the enthusiasm with which they talk about it, they’ve done just that.

“It’s not just two marketing guys creating something because we think it will sell,” Dr. Kent says. “It’s two people who are actually living the story behind the brand.”

A Beach-Day Essential

The result is Lazyface, a sunscreen brand designed to feel approachable and easy to incorporate into everyday life. According to the founders, the goal was to create a product that appeals to people—particularly men—who may not consider themselves skincare enthusiasts but still want a simple way to take care of their skin.

“We created Lazyface for people, especially men, who may not think of themselves as skincare people but still want a simple, reliable way to protect and care for their skin,” says Stuart. “We didn’t want to build another faceless sunscreen brand. We wanted to create something with a real point of view: an ingredient-conscious product that works, a sunscreen that belongs in your daily routine, and a brand people want to be part of.”

While the branding is playful and lifestyle-driven, the product itself is grounded in performance. Lazyface is a mineral-based sunscreen made with carefully selected ingredients and formulated to feel more like a moisturizer than a traditional sunscreen. Rather than leaving behind the heavy or greasy feeling many people associate with SPF products, it’s designed to be comfortable enough for everyday wear.

Creating a Lifestyle Around SPF

“The best sunscreen is the one people will actually use,” Stuart says. “But that only works if the product feels good enough to become part of someone’s routine. We created Lazyface to take the friction out of SPF, from thoughtful ingredients to a lightweight feel that makes consistent use easy. It’s premium without the premium price tag. Ultimately, we’re building more than a sunscreen; we’re building a lifestyle brand and a community of ‘Lazyfaces’ who understand the idea: Don’t be stupid. Be lazy.”

The brand reflects the personalities and experiences of its founders. Developed with Dr. Kent’s dermatological expertise and shaped by the brothers’ lifelong commitment to sun protection, Lazyface is built around a simple premise: make daily sunscreen use easier and more appealing.

So what’s next for Lazyface? Customers can order products directly through the company’s website, and the brand is currently expanding into retail locations while developing new additions to its product lineup. The founders also plan to spend next football season traveling throughout the SEC, introducing people to Lazyface through grassroots events, tailgates, golf tournaments, and other outdoor gatherings.

Sunscreen is cool—and Lazyface is proving it.