With a family history of melanoma, Samantha Miller Lawi, a mother of two, was determined to find a new approach to sunscreen safety for little people. So, she developed Sqween, a clean, safe, mess-free, paint-on, squeezable brush sunscreen for kids.
It’s available in fun colors like lilac and light blue. Sqween aims to change the mundane, tiresome sunscreen battle parents can endure with their children.
We spoke to Lawi to learn more.
Could you tell us about your background and what inspired you to develop Sqween?
My husband and I both have family histories of melanoma, so being sun-safe is a must; however, getting my two kids to sit still for more than one minute was honestly painful (and stressful and frustrating). A big priority for me is teaching my kids healthy habits that will leave a lasting imprint on their lives — brushing their teeth, eating nutritious foods, remaining active, and protecting their skin from the sun are just a few self-care rituals I try to motivate my children to adopt.
However, my time (and patience) is often limited, so thinking of inventive ways to inspire my kids to engage with self-care is limited. I needed a sanity-saving solution that excited my kids to be more independent and accountable for their self-care (and limited the number of times I spent chasing them around to lather their faces). Given our families’ histories, I was determined to find a new approach to sunscreen safety for kids (and grownups!). That’s how Sqween was born. Sqween gives kids the confidence to “do it themselves” while transforming the dreaded chore of sunscreen.
It’s sun protection kids actually want to use (parents can trust that kids are able to self-reapply), so the whole family can enjoy more fun before sun. According to the Skin Cancer Foundation, 1 in 5 people will get some type of skin cancer by the time they are 70 (and it’s preventable). Sqween wants to change those metrics and the world by empowering children in their own suncare, making suncare proactive and not reactive.
Tell us about the concept and the paint-on bottle for independent kids.
Sqween is changing the mundane, tiresome sunscreen battle every parent endures with their child. Sqween is a 100% mineral, SPF30, broad-spectrum, water-resistant, fragrance and paraben-free, squeezable brush sunscreen. Sqween is empowering our kids to put their sunscreen on with independence while having fun and helping us parents. Many people don’t know that sunscreen is an OTC product, which means camps and schools aren’t allowed to apply sunscreen on kids without written consent, so I also wanted to give kids an engaging, safe way to self-reapply sunscreen when they were at camp in the middle of the day (when the sun is strongest). Sqween also offers a variety of colors (original, opal, dark pink, sky blue, with additional new colors launching this summer!), so it’s fun and inclusive.
Sqween is a mineral sunscreen with broad-spectrum protection. Can you tell us about its importance and what parents should avoid in sunscreen?
There are two types of sunscreens: physical blockers and chemical blockers. Physical blockers are what we know as mineral sunscreen and contain one of the two active ingredients: zinc oxide or titanium dioxide. Mineral sunscreen does not absorb into the skin but rather acts as a shield on the skin that reflects UVA/UVB rays off the skin. Chemical blockers contain chemicals that absorb the sun’s ultraviolet rays. In the United States, these typically include aminobenzoic acid, avobenzone, octisalate, octocrylene, and oxybenzone. Studies have shown that some chemical blockers are not only possible endocrine disruptors but also are harmful to ocean reefs and marine life. The most important rule of thumb — regardless of the ingredients on the label — is to find a sunscreen you love and wear it (and reapply).
What does your perfect day in the Hamptons look like? Do you have any favorite spots to visit? (beaches, restaurants, etc.)
I’m a morning person, so I love to wake up early, check out what’s growing in the garden, then head to Hampton Coffee in Watermill before taking a Tracy Anderson class. Pop by Halsey Farm and then race home to change into a swimsuit. I love doing stand-up paddling with my friend Debra, spending the day at the beach (Little Plains or Cooper) or on a boat, having lunch at Duryea’s Montauk, and then cooking/grilling at home before nighttime s’mores. If we’re feeling ambitious, we set up an outdoor movie screen and projector for our kids (and us) to watch at night.