What the Sunscreen Brand Vacation® is Doing Right: A Masterclass in Branding and Voice

In the crowded world of sunscreen brands, it can be tough to stand out. However, one brand, Vacation®, has not only caught the attention of consumers but also created a cult following by staying true to its identity. From its lighthearted tone to its impeccable branding, Vacation® has become a beacon of how to do sunscreen—and branding—right.

Here’s a closer look at what Vacation® is doing to nail its branding, keep its voice on point, and grow a massive, dedicated following.

1. The Perfect Blend of Nostalgia and Humor

Vacation® was founded with the mission to create "The World’s Best Smelling Sunscreen," but what truly sets the brand apart is its use of humor and nostalgia. Instead of adopting the typical serious, clinical tone often found in the skincare world, Vacation® leans into a retro, beachy, 80s-inspired aesthetic that is dripping with charm and wit.

A prime example of this is Vacation’s playful Business Card Generator. With titles like “Soft Serve Operator” and “Beach Volleyball Commissioner,” this tool allows users to create and download their own whimsical business cards. It’s a small, unexpected detail, but one that perfectly captures Vacation’s brand voice: carefree, fun, and irreverent. This feature isn’t just a gimmick—it reinforces the brand’s ethos that sunscreen, and summer, should be about joy and playfulness.

It’s these kinds of little touches that set Vacation apart. The humor and fun aren't just part of a marketing strategy—they are core to the brand’s DNA.

2. Consistent Brand Voice and Identity

From the start, Vacation® has stayed true to its distinct voice. They don’t try to be everything to everyone, which has allowed them to carve out a loyal niche of fans. Vacation’s marketing, website, product packaging, and even its social media posts all reflect the same breezy, retro, sun-drenched personality. Their website feels like a throwback to a beach day in the 80s, complete with vintage fonts, playful language, and that unmistakable air of endless summer.

Their sunscreen bottles look more like they belong in a poolside cabana than on a drugstore shelf. The branding is intentional—Vacation® wants its products to make people feel like they’re on holiday, even if they’re just in their backyard.

The consistency of Vacation’s brand voice across all channels is a big part of why they’ve grown such a loyal following. In an age where consumers crave authenticity and connection, Vacation delivers by never straying from the quirky, nostalgic identity they’ve built.

3. Staying True to Core Principles

One of Vacation’s most commendable qualities is that they haven’t tried to chase trends or veer away from their core principles. From the beginning, they’ve positioned themselves as more than just a sunscreen brand—they’re a lifestyle brand that embodies the spirit of summer and relaxation.

Where many brands might panic and attempt to rebrand or pivot to follow the latest market trend, Vacation® has doubled down on what made them successful in the first place: fun, nostalgia, and a commitment to making high-quality, skin-safe sunscreen products that people actually enjoy using.

Their products aren’t just functional; they evoke a feeling of nostalgia for carefree summer days, with a dash of humor. Vacation® knows that its audience craves that carefree, vacation vibe, and every touchpoint—from the scent of the sunscreen to the quirky Instagram captions—reinforces that message.

4. Authenticity Fuels Their Following

In an era when consumers can easily see through inauthentic branding or forced messaging, Vacation’s success can be attributed to the fact that their branding doesn’t feel like an act. The brand’s humor feels genuine, and their entire persona is built on a sense of fun that never comes across as forced or fake. They’ve managed to stay true to themselves in an industry that is often overly serious or hyper-focused on skincare science.

Their tone is so consistently refreshing that it feels like a breath of fresh air in a market filled with brands taking themselves too seriously. Their Instagram feed is filled with retro visuals, lighthearted captions, and nods to their sun-soaked aesthetic. Every post feels on-brand and true to the identity they’ve created—further cementing their authenticity in the minds of consumers.

5. Turning a Commodity into an Experience

At its core, sunscreen is a commodity—an essential item that many people purchase for protection, not necessarily for fun. But Vacation has managed to turn that experience on its head by making sunscreen something people are excited to use.

From the irresistible scent of their products (designed to evoke classic beach memories) to the tactile experience of using them, Vacation has managed to elevate what could be a mundane task into something enjoyable. They’ve made sunscreen cool again, which is no small feat in an industry where consumers tend to buy whatever’s on sale or what’s been recommended by their dermatologist.

By creating a sensory, emotional experience around their products, Vacation® has set themselves apart from competitors and built a community of customers who not only love their sunscreen but feel connected to the brand’s broader lifestyle message.

6. Smart Marketing and Word of Mouth

Vacation® hasn’t necessarily relied on massive advertising budgets or celebrity endorsements to grow their following. Instead, they’ve focused on creating a brand that’s inherently shareable. Their humor, nostalgia, and quirky content make it easy for fans to spread the word through social media, which has led to organic growth and a devoted fan base.

Word of mouth has been one of the brand’s strongest tools—fans share their products not just because they work well, but because they feel like they’re sharing a little slice of summer joy with their friends. Vacation’s unique position in the market, combined with its shareable content and clever branding, has helped them build a loyal following without needing to play the same game as bigger, more traditional sunscreen brands.

The Secret to Vacation’s Success

Vacation’s rise as a beloved sunscreen brand isn’t just about the products they sell—it’s about the entire experience they’ve created around their brand. They’ve taken a common, everyday item and turned it into something fun, nostalgic, and highly shareable. By staying true to their unique voice, creating consistent branding across all channels, and doubling down on the things that make them different, Vacation® has built a loyal following that continues to grow.

The lesson from Vacation’s success is clear: when brands lean into their true identity, stay consistent, and make customers feel something beyond just product functionality, they create lasting connections that money can’t buy. Vacation® has mastered the art of branding, and other companies are hopefully paying attention.