Natural Ingredients and Innovation

Monday | August 3. 2026

To our SŌL LABS family,

As of this past weekend, nearly every SŌL LABS formula is officially sold out. If you came to the site to reorder and found an empty shelf, this letter is for you, and I want to tell you what's actually happening, because it's the most exciting thing we've ever done.

When Jenny and I started SŌL LABS, we had one conviction: sun care didn't have to be a compromise. Not between protection and feel. Not between science and beauty. Not between loving the sun and protecting yourself from it. That conviction became four years of work and 39 versions of a single formula before we would put our name on it. It became 11 awards. It became the products so many of you reorder without thinking twice, which is still the highest compliment we receive.

But somewhere along the way, we realized the products had outgrown the brand around them. The formulas were saying something the packaging, the website, and honestly the whole category, wasn't. Sun care is still sold the way it was decades ago: as an obligation. A chore. A fear. We think it's the opposite. We think intelligent sun protection is the single most powerful thing you can do for the future of your skin, and it deserves to look, feel, and work like it.

So over the past year, quietly, we rebuilt everything around the formulas. A complete skin system, designed the way the formulas themselves were designed: deliberately, obsessively, with nothing accidental. New packaging engineered to the same standard as what's inside it. A new home online. And two entirely new formulas, products that have never existed anywhere, in any brand, that I genuinely cannot wait to put in your hands.

We call where this is all going Future Skin. When you see it, you'll understand.

Now, the honest part. Being sold out means waiting, and I know that's inconvenient. Some of you are on your last pump of Fountain of Youth right now, and I'm sorry for the gap, truly. We could have printed another run of the old packaging to cover it. We decided not to, because we wanted the new SŌL LABS to arrive the way it deserves to: complete, all at once, done right. And to be clear about the thing that matters most: the formulas you love are not changing. They never were. Same award-winning formulas, everything around them elevated to finally match.

It's a few weeks away. Our customer list will see everything first, and first access, including to the two unreleased formulas, goes to the people reading this before anything goes public.

Thank you for being here for the first chapter. The next one is the reason we started.

Seth & Jenny Nelson | Founders