Our story · Made in Los Angeles
We were tired of sunscreen that didn't deserve you.
So we built something better from scratch. Ten ingredients. Mineral SPF 50. Small batches in our own lab. Nothing your skin doesn't need.
Where it started
Most sunscreen is full of things your skin didn't ask for.
Oxybenzone. Avobenzone. Octinoxate. Names most people cannot pronounce, on a label most people never read. The conventional sunscreen industry spent decades making SPF complicated and opaque, and most of us just accepted it.
Alex Tannenbaum didn't. He started asking the questions the big brands wouldn't answer: what is actually in this? Does all of it need to be here? What would it look like to start from zero?
The answer became Creamed®.
The founder
One person. One obsession.
Alex didn't come from the beauty industry. He came from years across technology and consumer products, and from a stubborn belief that ten great ingredients beat a hundred mediocre ones.
He sourced every ingredient, ran the numbers, and iterated through more than 200 formulations in his own lab until he landed on something he was proud to put on his face every morning. Then he decided everyone deserved it too.
I didn't want to build another sunscreen brand. I wanted to build the one I wished already existed.
Alex Tannenbaum · Founder, Creamed®
The process
Small batches. On purpose.
Creamed® is made in our own lab in small, controlled batches. That isn't a marketing line. It's a production choice, and it changes what you receive.
When you make in small batches you can't hide behind volume. Every ingredient is weighed, combined and checked by people who mean it. We keep the runs small because the priority is the formula, not the margin.
- 10 ingredients, every one with a job
- SPF 50 from zinc oxide, no chemical filters
- 200+ formulations tested before this one
What we hold to
Standards, not slogans.
Set before the first bottle left the lab. Still true.
Transparency
Every ingredient on the front of the bottle, and a reason for each one. No proprietary blends.
Non-nano only
Non-nano zinc oxide is the only sunscreen active. It forms a protective layer that absorbs UV, and reflects and scatters some.
Vegan
Candelilla wax, sunflower lecithin, vitis vinifera oil. Vegan and cruelty-free, always.
For everyone
Built with the LGBTQ community and women in mind, formulated for daily use across skin types.
Who it's for
People who read labels.
Not in a preachy way. People who want to know what's in the bottle and feel good about the answer. Rebuilding a routine, done with greasy sunscreen, or just tired of the wall of ingredients on a drugstore bottle: this is for you.