Building a Global Brand Across Time Zones

The foundation for their current venture was laid in a New York City park while the two were executives at the crypto firm CoinMarketCap. During a conversation about sun safety, Chan realized her personal passion for skin protection could serve as the basis for a consumer business. Following the acquisition of CoinMarketCap, which provided both founders with the necessary financial runway, Chan spent four years developing a mineral-based formula designed to feel luxurious rather than medicinal.

Operating from Singapore, Chan focused on product engineering while Hurd managed operations from New York. Their ability to scale despite the geographic divide relies on complementary sleep schedules—Chan as a night owl and Hurd as a morning person—and the consistent use of collaborative tools like Notion. This remote-first approach has translated into early market success, with the brand securing a loyal base of customers, including repeat buyers who have ordered the product dozens of times. For the founders, the project is less about proximity and more about the trust required to build a product that makes daily sun protection effortless.