Vacation turned sunscreen into a cultural moment—80s-nostalgic branding, a signature poolside scent, and entertainment-grade creative made SPF aspirational.
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See all ads on AdLibrary →Vacation Inc. is a Miami-based sun-care brand founded in 2021 by Dakota Green, Lach Hall, and Marty Bell. With a deliberately retro 80s aesthetic and a signature scent evoking poolside nostalgia, the brand grew to $80M+ in revenue by treating sunscreen as a lifestyle and entertainment product. Also searched as Vacation.
Vacation's paid ads are among the most distinctive in the beauty category. Their creative borrows from 80s travel commercials and leisure culture—pastel color palettes, retro typography, and a brand voice that reads more like a resort than a skincare company. This differentiation is the strategy: in a category where most brands lead with SPF numbers and dermatologist endorsements, Vacation leads with vibes. Their video ads are particularly effective at stopping the scroll. See their full creative library at AdLibrary.
Facebook and Instagram are Vacation's core paid channels. Video creative performs especially well—short-form ads capture the brand's cinematic retro aesthetic better than statics. The brand targets sun-care shoppers, beauty enthusiasts, and summer-lifestyle audiences. Sephora and Ulta retail distribution is supported by paid social driving both DTC and retail traffic.
Key themes: leisure and relaxation as a lifestyle; nostalgia for 80s resort culture; the sensory experience of the signature scent; SPF as self-expression not obligation. Copy is witty, referential, and deliberately theatrical. Product names like 'Classic Whip SPF 50' and 'After Tan Drops' reinforce the brand's retro-leisure universe.
Vacation is a master class in category reframing. By refusing to compete on SPF specs and instead competing on identity and aesthetics, they made sunscreen a brand people want to be seen using. The insight for marketers: when the functional category is commoditized, the only durable differentiator is cultural identity. Build a world, not just a product.
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