Smidge

Founded in 2019 by scientist and conservationist Natalie, Smidge was born from a passion for sustainable living and a love of Aotearoa’s natural environment. What began as a kitchen experiment soon evolved into a purpose-driven skincare brand dedicated to protecting both people and the planet.

Smidge is a social enterprise that makes skin and sun care simple, gentle on skin, and big on impact - allowing everyone to live life to the fullest with minimal environmental footprint.

Mission

To create sun protection that’s kind to skin, easy to use, and considerate of the planet, enabling people to enjoy the outdoors responsibly.

Vision

Smidge envisions a future where caring for your skin also means caring for the earth. The brand champions the idea that wearing sun protection should feel good, do good, and inspire a connection between personal wellbeing and planetary health.

Sustainability

At the heart of Smidge lies a deep respect for Papatūānuku (Mother Earth). The brand is committed to low-impact living - from its naturally derived ingredients and plastic-free packaging to its ongoing contributions to local environmental programmes. Every tin of sunscreen represents a small act of care for the places we love.

The Founder

Behind Smidge is Natalie, a redheaded adventurer and lifelong sun-lover. As a scientist and advocate for conservation, she wanted a sunscreen she could truly trust - one that was safe for sensitive skin, simple to apply, and environmentally responsible.

Armed with her scientific background and a strong belief in doing better, Natalie began formulating her own sun care using a handful of natural ingredients and plastic-free tins - all made right here in Aotearoa. From humble beginnings at Newtown Market in Wellington to scaling up production after a successful crowdfunding campaign, Smidge has grown into a nationally recognised brand seen on shelves, markets, and billboards across New Zealand.

Today Smidge continues to protect people and the planet - one smidge at a time.