Sontse began in the most unexpected way! Shortly after deciding not to return to my corporate role in media while on maternity leave, my husband gently encouraged me to explore something I’d always dreamed about — creating my own sunless tanning range. It had been sitting in the back of my mind for years, but truthfully, I lacked the inner confidence to take the leap. It just seemed so scary and out of reach.
Once I made the decision to finally take the plunge, everything just flowed and came together seamlessly. I think that's how you know you're on the right path, when your passion keeps you up at night. And with a 1-year-old at the time, trust me - sleep was precious! haha.
Sontse means ‘sun’ in Ukrainian, and that’s exactly what we hope to be: your sunshine in a bottle, your sunny sidekick, and a safer way to glow without compromising your skin.
The name also holds a deeply personal connection to my Ukrainian heritage. Both of my grandparents lived through WWII, and my grandfather, Wasyl, was a Holocaust survivor. What they endured to give their children and future generations, a better life is something I carry with me every day. It’s a quiet reminder not to take this journey for granted. What a privilege it is to build something with meaning, to chase my dreams, and to connect with a community who share in our values and likeminded brands such as yourself.
The values at the heart of our brand are central to everything we do; in business and in life. What is life or relationships without honesty, integrity, purpose, and intention?
These values shape how we create, how we lead, and how we show up for our customers. From the way we formulate our products to the way we tell stories, I find myself always internally asking: Does this feel aligned? Is it real? Is it meaningful?
We’re not here to follow trends, we’re here to build something lasting, thoughtful, and true to who we are.
Thank you — that really means a lot. My inspiration comes from really everywhere — travel, the energy of new places, music, books, conversations. I’m constantly absorbing from the world around me.
But at the core of it all is a feeling. How something moves you, grounds you, or sparks something within you. That’s always the starting point — and with Sontse, we’re intentional about weaving that emotion into every touchpoint of the brand.
We want our customers to feel it — not just in the product, but in the story, the packaging, the entire experience.
Gosh this is so true and yet, I wouldn't trade it for anything.. One of the greatest lessons has been just how much personal growth is embedded into building a business and brand. It challenges you in ways you don't always expect.
If I had to put that into one takeaway: trust is everything. Trusting the right people, staying in alignment with your values, and always do your due diligence.
There are so many things that make me happy, but if I am to tie it back to business -- it's living life in alignment and on my terms. That’s the joy underpinning everything right now. It doesn't mean it's always perfect, but it's the quiet confidence of knowing I'm not following someone else’s script. That I am building a brand with soul, saying no to what doesn’t serve me, and yes to what feels true. Trusting my gut, backing my vision, and leading from my heart, not ego.
Joy for me isn’t just showing up in the big milestones — it’s woven into the everyday moments of sovereignty, purpose, and self-trust. I'm not just creating a product. I'm creating a life that reflects my values — and that brings me so much fulfilment and happiness.
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Jayde, it's been a pleasure... we know which sunless tanning products we'll next be reaching for!
Discover more about Jayde's beautiful tanning brand Sontse here.
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