Remote Co-founders Launch Mineral Sunscreen After Years of Development
Carylyne Chan and Emily Hurd, who have rarely met in person, built Good Instincts, a mineral sunscreen brand, leveraging remote collaboration and a four-year product development cycle.
Carylyne Chan, formerly of CoinMarketCap, partnered with former business-development head Emily Hurd to create Good Instincts, a luxury mineral sunscreen. The idea stemmed from a casual conversation about sun safety during a New York retreat, and an acquisition of their previous company provided the financial runway. Over four years, Chan refined the formula while based in Singapore, sending prototypes to Hurd in New York for feedback.
Despite having spent less than 14 days together in person, they maintain a tight workflow through early-morning and late-night calls and a shared Notion workspace. Launched last year, the sunscreen has generated enthusiastic repeat purchases, especially from customers with sensitive skin or acne concerns. Their story highlights how remote collaboration can produce a consumer product that blends health benefits with a premium user experience.
Why it matters
It shows how remote teams can create successful health-focused consumer products without frequent in-person meetings.
In this story
