Dermatologist Whitney Hovenic Built SPOOGE for People Who Hate Sunscreen

At industry shows, the men usually hang back while their wives or girlfriends try the products at the SPOOGE booth. Then co-founder Hillary Schieve hands them a tube of Ghosted, and most of them announce that they hate sunscreen. They feel the texture and say, “Oh, I would wear this.” For Dr. Whitney Hovenic, that sentence is the whole point of the company.

Dr. Whitney Hovenic is a board-certified dermatologist, a fellowship-trained Mohs surgeon, and the co-founder of SPOOGE, a dermatologist-developed mineral sunscreen brand that launched in 2025. She spends her clinical days treating skin cancer and the rest of her hours building a brand designed to prevent it. A member of the Entreprenista League, Whitney is betting that a name that makes people giggle can carry a very serious mission.

“The best sunscreen is the one you’ll wear,” Whitney says.

Her path from the operating room to the trade show floor came down to one stubborn question: what makes someone reach for SPF again tomorrow?

A surgeon’s view of prevention

Whitney sees the consequences of sun damage every day. As a Mohs surgeon, she treats damage that often began decades before a patient ever sat in her chair. Her master’s in public health added a second lens. “Having an effective product only helps if people actually use it,” she says.

That idea guides everything at SPOOGE, from the formulas to the messaging. The team focuses on how sunscreen feels, how it fits into a morning routine, and what might bring someone back to it the next day. “Medicine taught me to listen, educate, and earn trust,” Whitney says. “Building SPOOGE has challenged me to bring those skills beyond the exam room and reach people long before they become my patients.”

Two founders with a personal stake

Her co-founder, Hillary Schieve, brings her own reason to care. A kidney transplant recipient with a background in business and public service, Hillary understands firsthand how much sun protection matters. The two share a commitment to prevention and a sense of humor, and both shaped the brand.

The partnership runs on candor. On the hard days, Hillary offers Whitney a quick reality check: “No one has died. Suck it up and move on.” Whitney’s advice for choosing a co-founder is to look for aligned values and complementary strengths. “You need to be able to have the uncomfortable conversations and still enjoy building together,” she says.

Learning everything after the formula

Whitney knew skin and she knew sunscreen. Manufacturing, logistics, retail margins, and getting a new brand noticed were an education of their own, and she took it on while still working as a Mohs surgeon and raising 2 daughters. Other dermatologists have made a version of this leap, including Purvisha Patel, who built Visha Skincare out of her own dermatology practice.

“I knew we could create sunscreens people would love, but manufacturing is only the beginning,” Whitney says. “Sampling, marketing, shipping, retail relationships, and building awareness all require time and money.”

Raising capital taught her the same learning lesson from another angle. She now advises founders to raise for the full business, including the work of creating demand after the product is made. Her other advice is to understand your numbers, be realistic about your assumptions, and find investors who know a brand takes time.

Nearly 150 practices and a Best Overall win

The proof has come in small moments and a few big ones. When SPOOGE returned to Cosmoprof for a second year, people walked up to the booth because they had been following the brand or wanted to try a product they had heard about. “At our first show, we were introducing a brand nobody knew,” Whitney says. “That recognition meant so much.”

In 2026, Ghosted won Best Overall Facial Sunscreen in the Men’s Health Grooming Awards. SPOOGE is now carried by nearly 150 medical spas and dermatology practices, which means a great deal to Whitney as a physician. “These are professionals choosing products for their patients,” she says.

Prevention that reaches past the bottle

SPOOGE serves people who want to be outside living their lives, with a particular focus on younger generations. As the mom of Gen Z and Gen Alpha daughters, Whitney sees how quickly young people tune out a lecture, so the brand pairs clinical credibility with a playful voice. A range of textures and finishes helps each person find protection they will actually reach for.

The mission extends into the community. SPOOGE’s Biggest Little Skin Check in Reno screened 217 people this year, and its college ambassadors are bringing sun-safety education to their peers. “We want our impact to extend well beyond the products we sell,” Whitney says.

From med spas to ski mountains

Next, Whitney is expanding SPOOGE’s reach in med spas and dermatology practices, where younger patients and providers want something a little edgier. The team is also growing Face Shots in the ski and snowboard community through athletes, resort partnerships, employee sun-protection programs, and mountain events. Over the next few years, she wants to bring education and screenings to everywhere from college campuses to outdoor workplaces.

Her advice for founders is to start before you know how to do everything. “Build relationships with other founders who will be honest with you and generous with what they’ve learned,” she says. “You don’t have to figure out every part of this alone.”

You can connect with Whitney on LinkedIn, shop the full sunscreen lineup at spooge.co, and follow the brand on LinkedIn.

Whitney’s story is a reminder that a great product is only the beginning, and the people around you shape what happens next. The Entreprenista League surrounds you with women founders who have already navigated the challenge keeping you up at night and are generous with what they have learned. Learn more about the Entreprenista League right here.