Sun Bum Rolls Out the “Trust The Bum Tour” to Make SPF a Lifestyle, Not an Afterthought

Source: Sun Bum

Reported By: Caroline Dalal

April 14th, 2025 – Sun care is hitting the streets—and the surf, the skateparks, and even senior living centers—thanks to Sun Bum’s newly launched Trust The Bum Tour, a nationwide initiative blending education with experience in 10 cities across the U.S.

Launching on April 19 in New York City with a taco truck takeover and mural debut in SoHo, the Trust The Bum Tour marks the first large-scale activation of the brand’s ongoing campaign to make sun protection a seamless and second-nature part of daily life. This cross-country journey isn’t just about giving away sunscreen—though there’s plenty of that—it’s about reimagining how SPF fits into our routines, and how wellness can be both essential and enjoyable.

Sun Bum has built its identity around authenticity. Born in Cocoa Beach, Florida, the brand has always blended beach-town ease with serious skin protection, crafting formulas trusted by surfers, athletes, parents, and dermatologists alike. The Trust The Bum campaign expands that philosophy beyond the bottle—this tour aims to meet people where they are, pairing sun care with everyday moments and cultural touchpoints that resonate with different communities.

The concept is simple: make sun safety feel more like a lifestyle than a lecture. Whether that means grabbing SPF with a taco, dancing in a parade, or watching a surfside concert, Sun Bum is turning skin protection into an experience.

The Trust The Bum Tour begins with a SoHo street scene complete with free tacos, limited-edition SPF products, and a newly unveiled mural featuring Sun Bum’s mascot, Sonny. Each subsequent city brings its own flavor. Here’s a snapshot of the full tour lineup:

• New York City, NY (April 19): Taco Truck Takeover in SoHo

• Charlotte, NC (April 25–27): Activation at Tuck Fest, a multi-day outdoor festival

• Savannah, GA (May 2): In-stadium experience with the Savannah Bananas baseball team

• St. Augustine, FL (May 3): Single Fin Hoedown, a Florida surf-and-music event

• New Orleans, LA (May 7): Sonny’s 2nd Line Parade brings SPF to the streets with flair

• Plano, TX (May 9): Bocce Ball Tournament at Atria Senior Living

• Waco, TX (May 10): Rattlesnake Milk Live on Sonny’s Porch at Waco Surf

• Austin, TX (May 11): Gals and Pals Skate Meetup, a nod to the city’s skating culture

• Salt Lake City, UT (May 15–18): Presence at Kilby Block Party, a major indie music fest

• San Francisco, CA (May 24–25): Carnaval Festival, celebrating community and culture

Each stop is tailored to its setting, mixing SPF education with local culture, food, sport, and music. At the core is the belief that sunscreen shouldn’t be an afterthought—it should be part of the fun.

Sun Bum’s mission goes deeper than product sampling. For the third year, the brand is partnering with the Skin Cancer Foundation on Destination Healthy Skin, offering free skin cancer screenings and education at select events nationwide.

The brand is also rolling out out-of-home displays in major cities including New York, Chicago, and San Diego, and amplifying the campaign online through collaborations with creators like Ana Stowell, Graydon Cutler, Ava Jules, and Ella McFadin, who are sharing sun care tips and spreading the SPF message across digital platforms.

Sun Bum^® is a lifestyle company that creates a wide range of premium sun care, hair care, lip care, and baby care products. Founded in 2010, in Cocoa Beach, Florida, the brand was created by a group of friends who wanted products for themselves and their families that reflected the essence, aesthetic, and socially conscious vibe of their small beach community. Sun Bum^® started in surf shops, where it still holds its roots, and was quickly discovered by chic boutiques and luxury hotels before becoming one of the fastest-growing brands at Target, Ulta Beauty, CVS, Walgreens, Kroger, and other leading retailers around the world.