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FOUNDER-TO-FOUNDER in BEAUTY & WELLNESS
When Sigrid and Kajsa founded Gun Ana in 2020, they wanted to create a sustainable product we could all benefit from: sunscreen. But it all started with solving one of their own problems
Meet Gun Ana: From Personal Pain to Skincare
Gain
Gain
Gain
From Personal Pain
Meet Gun Ana:
to Skincare
“Starting a product-based business is challenging… For us, it’s just about finding new ways.”
This interview is part of an ongoing series exploring how sustainable brands are built — from strategy to storytelling
meet the founders
If you want to establish yourself as a reliable brand today, it’s important to be upfront about where you measure along the lines of sustainability. You can’t always consider everything, especially when you're still small. But you can be honest about your shortcomings while highlighting the strengths you bring to the table. This is exactly what Gun Ana, a Stockholm-based skincare brand, has been doing.
“Starting a product-based business is challenging, as you have to balance low cash flow with high minimum order quantities from suppliers. Other than that it’s product testing, finding ways to bring products to market, investing in marketing and PR to promote the brand… For us, it’s just about finding new ways.”
When Sigrid Osvald and Kajsa Regnér founded Gun Ana in 2020, their mission was clear: create a sustainable product we could all benefit from — sunscreen. Like many great brands, it all began with solving a personal problem.
We sat down with Sigrid and Kajsa to hear about their journey with Gun Ana. Their story is a valuable reference for founders looking to build a meaningful beauty brand. Gun Ana’s experience illustrates what it takes to transform a simple idea into a full-fledged skincare line while navigating the challenges of entrepreneurship, sustainability, and growth.
We sat down with Sigrid and Kajsa to hear about their journey with Gun Ana. Their story is a valuable reference for founders looking to build a meaningful beauty brand. Gun Ana’s experience illustrates what it takes to transform a simple idea into a full-fledged skincare line while navigating the challenges of entrepreneurship, sustainability, and growth.
Sigrid & Kajsa
Gun Ana's THE ULTIMATE TRIO
“Starting a product-based business is challenging… For us, it’s just about finding new ways.”
“We felt this doesn’t align with a modern viewpoint on sunscreens, and wanted to do something different.”
In 2008, Sigrid and Kajsa enjoyed the ski season in the French Alps. Many of their friends, including themselves, got sunburned. That’s when they first realised how harsh the sun can be, even during winter, which came as a surprise during their young, carefree years.
“As we grew older we started to take better care of skin. Things are constantly changing, and you want to preserve them for as long as possible,” says Sigrid. However, they couldn’t find the product they were looking for — something that would provide sun protection while being smooth and silky enough that you'd enjoy applying it every morning. This is how the idea for Gun Ana came about.
“As we grew older we started to take better care of skin. Things are constantly changing, and you want to preserve them for as long as possible,” says Sigrid. However, they couldn’t find the product they were looking for — something that would provide sun protection while being smooth and silky enough that you'd enjoy applying it every morning. This is how the idea for Gun Ana came about.
Gun Ana's integrative mindset seeks to weave into people’s daily routines, not only during critical moments when protection is most obviously needed.
“We talk a lot about the importance of suncare in everyday life and how it doesn’t have to be a big commitment. Other sunscreen brands talk about the summer beach, sunshine and blue skies, while we focus on skincare while commuting to work, hitting the slopes or heading to the grocery store.” – Kajsa
“It’s not a holiday sunscreen brand, it's a lifestyle for everyday.”
“We talk a lot about the importance of suncare in everyday life and how it doesn’t have to be a big commitment. Other sunscreen brands talk about the summer beach, sunshine and blue skies, while we focus on skincare while commuting to work, hitting the slopes or heading to the grocery store.” – Kajsa
“It’s not a holiday sunscreen brand, it's a lifestyle for everyday.”
“During the pandemic in 2020 there was such a beauty boom, and that’s when we thought it would be a great time to do something.”
As they looked at the suncare industry, they quickly realised it was filled with bright oranges and yellows, beach and holiday vibes, giving the impression that SPF is only for sunbathing or vacations. “We felt this doesn’t align with a modern viewpoint on sunscreens, and we wanted to do something different — something that integrates into everyday life, like other skincare products used for hydration,” explained Sigrid.
UV STICK SPF 50
Solving your own problem
“It’s not a holiday sunscreen brand, it's a lifestyle for everyday.”
The brand name, Gun Ana, originates from an ancient sun goddess. Her rays were perceived as a link between the sun, the earth, and all living beings on the planet. Kajsa and Sigrid translate this interconnectedness into a modern ethos for their brand.
“We believe in making conscious choices in everything we do — from sourcing raw materials to how we ship our products — everything is connected and can make a difference. We wanted a name that would represent that, a holistic brand with sustainable values that is different — not only in terms of formulations but also in its approach to sunscreen”.
“We believe in making conscious choices in everything we do — from sourcing raw materials to how we ship our products — everything is connected and can make a difference. We wanted a name that would represent that, a holistic brand with sustainable values that is different — not only in terms of formulations but also in its approach to sunscreen”.
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Having a clear brand vision set Kajsa and Sigrid up for a strong start.
“We were pretty sure about our target audience before we started and really understood the customer through research and focus groups. It helped us a lot.”
“We were pretty sure about our target audience before we started and really understood the customer through research and focus groups. It helped us a lot.”
For Gun Ana, like other authentic brands, it’s important to connect with people with a certain mindset. “It’s been pretty easy because early on we had a clear vision of what we wanted to do — support activity. Our brand communication is mostly built around athletes, people who lead an active lifestyle and spend a lot of time outdoors. But we also show the product in everyday situations, like walking the dog or gardening, because we want people to understand that suncare is just as important here.”
setting up for a strong start
High protection face cream
“We didn't want to take the easiest path, but rather the one that best aligned with our personal values.”
FACE CREAM & mist
INTEGRATING PERSONAL EXPERIENCE
For two friends running a business together, the values that Sigrid and Kaisa share are as important as what sets them apart. "Even though we have very different personalities, we followed the same path. It works well for us also because we have come from different professional backgrounds."
Kajsa has worked in e-commerce and marketing and has extensive experience in the outdoor industry, while Sigrid has worked in fashion in London and Paris. "When we come together as a company, it’s easy to identify who does what to fill in the gaps”, says Sigrid.
Kajsa has worked in e-commerce and marketing and has extensive experience in the outdoor industry, while Sigrid has worked in fashion in London and Paris. "When we come together as a company, it’s easy to identify who does what to fill in the gaps”, says Sigrid.
Sigrid's experience in the fashion industry actually prompted her to join forces and create Gun Ana. Early in her career, she worked with premium brands within the H&M group, eventually focusing on their core business. “That's when the wheels started turning in my head”, Sigrid explains, “We were releasing new collections every four weeks and purchasing such large quantities that we struggled with restocking. I started to feel uneasy and question whether I wanted to continue in this line of work.”
In the beauty industry, you don’t have to reinvent a product every month. So she opted for more stability, such as longevity in product development and breaking the relentless cycle of trend-driven reinvention, turning this into Gun Ana's core value.
“I didn't want to be part of an industry where I made decisions that left me feeling regretful at the end of the day. When we founded Gun Ana, it was imperative for us to implement a holistic approach to our business. We didn't want to take the easiest path, but rather the one that best aligned with our personal values.”
“I didn't want to be part of an industry where I made decisions that left me feeling regretful at the end of the day. When we founded Gun Ana, it was imperative for us to implement a holistic approach to our business. We didn't want to take the easiest path, but rather the one that best aligned with our personal values.”
UV BODY MIST SPF 30
gun ana face mist
“We believe there is some misconception about the term 'chemical' — it does not necessarily have to be bad.”
Gun Ana's mission is to completely change the way we think about sunscreens, both in terms of formulas and packaging.
Their research showed that SPF products were using a lot of microplastics, so naturally they wanted to eliminate them completely. “Even though Gun Ana is not a natural beauty brand, since we use a combination of chemical filters and natural ingredients, we wanted to move towards that segment of the beauty industry where you see the most effective components with very nice, high-quality natural ingredients mixed into a very interesting formula.”
Embodying their values, the founders developed their core product in a way that could benefit both skin and the planet. Unlike many brands that use jojoba or avocado oil, Gun Ana works with locally sourced, upcycled oat oil.
Their research showed that SPF products were using a lot of microplastics, so naturally they wanted to eliminate them completely. “Even though Gun Ana is not a natural beauty brand, since we use a combination of chemical filters and natural ingredients, we wanted to move towards that segment of the beauty industry where you see the most effective components with very nice, high-quality natural ingredients mixed into a very interesting formula.”
Embodying their values, the founders developed their core product in a way that could benefit both skin and the planet. Unlike many brands that use jojoba or avocado oil, Gun Ana works with locally sourced, upcycled oat oil.
Oftentimes plastic is more resource-efficient than its counterparts (provided you recycle it), whereas materials like glass can be energy-intensive.
"If we could replace it with something better, we would do that, but at the moment we haven't found a better solution. There's a lot we can do to improve the way we handle plastic, improve existing recycling processes, rather than invent new materials."
"If we could replace it with something better, we would do that, but at the moment we haven't found a better solution. There's a lot we can do to improve the way we handle plastic, improve existing recycling processes, rather than invent new materials."
“We use oat oil that is upcycled from the food industry. It has many benefits for the skin, but is often thrown away. So we are happy that this wonderful raw material lives on in our products,” says Sigrid.
The brand always chooses Scandinavia as a starting point for their formulas, and when choosing packaging, they put practicality first.
The bottles are made of recycled plastic.
Other materials were considered, including glass and aluminium, but they were soon ruled out as being too heavy or fragile. “So we settled for recycled plastic—it’s durable, cost-effective and lightweight, making it easy to apply our products wherever you are."
The bottles are made of recycled plastic.
Other materials were considered, including glass and aluminium, but they were soon ruled out as being too heavy or fragile. “So we settled for recycled plastic—it’s durable, cost-effective and lightweight, making it easy to apply our products wherever you are."
UV STICK SPF 50
Developing a sustainable product & packaging
Gun Ana FACE CREAM
“There’s a lot we can do to improve the way we handle plastic, rather than invent new materials.”
UV STICK SPF 50
Developing a sustainable product & packaging
Each Gun Ana product has a space for the opening date on the bottle, and for good reason. Sunscreens usually have a shelf life of 6 months, but many people tend to use it on vacation and leave it on until the following summer.
“Many people love this little feature. Adding an open date encourages them to use the product to its full potential before it expires instead of buying multiple products.” This aligns well with the brand's vision and mission and serves as a reminder to avoid overconsumption.
“Many people love this little feature. Adding an open date encourages them to use the product to its full potential before it expires instead of buying multiple products.” This aligns well with the brand's vision and mission and serves as a reminder to avoid overconsumption.
Gun Ana's packaging has a simple yet striking look, reflecting the brand's view of sunscreen as part of daily skin care. “If you go to any drugstore, you will see sunscreen shelves full of orange, blue and yellow. We wanted to do something completely different and not end up on those shelves. But rather with regular folks, as everyday products.”
This is a great example of how a brand’s vision takes physical form through packaging and conveys a certain message to the consumer. But packaging is not just about looks. There is always more to good packaging than meets the eye.
“It’s just 1% of our annual revenue, but it can still make a difference. And as we grow, our contributions will become bigger."
The 1% for the Planet initiative provides companies of all sizes with the opportunity to give back to society and the environment. For Gun Ana, it was a “no-brainer” to join. This time they chose to support a local organisation based outside of Stockholm, dedicated to protecting old-growth forests.
“Old-growth forests are crucial for biodiversity, wildlife, and absorbing CO2. If you replace them with new trees, it’s not the same,” explains Sigrid. “By protecting and maintaining old-growth forests, we can support our home region. We even got a patch of forest that we can visit — it's very sweet."
Even a seemingly small percentage can make a significant difference in supporting a cause.
“It’s just 1% of our annual revenue, but it can still make a difference. And as we grow, our contributions will become bigger. I would recommend this to anyone who has a company to support this initiative,” reflects Sigrid
“It’s just 1% of our annual revenue, but it can still make a difference. And as we grow, our contributions will become bigger. I would recommend this to anyone who has a company to support this initiative,” reflects Sigrid
body repair serum
GIVING BACK
Gun Ana lotion
“My best advice: don’t hesitate to ask. Don’t let pride get in the way; people are usually more than willing to help.”
SPF 50 stick
ASKING FOR HELP
Kajsa adds that support goes both ways: “As we grow, it’s important to pay this kindness forward. When we become bigger, feel free to reach out to us with questions – we’d love to offer advice. Being female-founded and owned, it’s not just about building Gun Ana, but also about inspiring other women to see that they can do it, too. Supporting one another is crucial.”
Share the journey, don’t carry it alone. This example is a powerful reminder: asking for help is a strength, not a weakness.
Share the journey, don’t carry it alone. This example is a powerful reminder: asking for help is a strength, not a weakness.
“In my experience, people are incredibly helpful. I've been amazed by this,” says Sigrid. “Many friends have supported us in various ways, from product testing to modelling and lifestyle photography. Even very successful individuals are willing to assist with connections. My best advice: don’t hesitate to ask. Don’t let pride get in the way; people are usually more than willing to help if you reach out.”
In the early days, Kajsa and Sigrid admit they were afraid to ask for help. “We didn’t want to bother anyone or take up their time,” they shared. But as they quickly learned, no founder can do everything alone, especially when you’re still small and fighting to survive.
“We are taking steps towards becoming the brand we envision.”
LOOKING FORWARD
cleansing balm
Gun Ana demonstrates how a personal problem can be transformed into a meaningful solution – one that meets the founders’ needs while benefiting people in their everyday lives. If you’re looking to start a sustainable brand but struggling for ideas, their story is a valuable example.
Start with your own challenges, then broaden your scope to consider how your solution can serve others. That way, you not only help a wider audience (and the planet), but also create something marketable and lasting.
Start with your own challenges, then broaden your scope to consider how your solution can serve others. That way, you not only help a wider audience (and the planet), but also create something marketable and lasting.
As the world’s needs change, so do our approaches. If the ozone layer continues to deplete, we may one day need SPF 5000+, a scenario playfully imagined in a parody video by Skin Proud. The point is clear: good-quality sunscreen is essential. With this in mind, Gun Ana remains committed to continuously improving its products while gradually expanding into new areas.
“We are taking steps towards becoming the brand we envision. SPF will remain our flagship product, but we’re also focused on expanding into daily skincare, step by step.”
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