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St. Louis Startup Wants To Sell Men On Something New: Sunscreen

A study by St. Louis University researchers last year found that the incidence of head and neck melanoma among younger people rose significantly in recent decades — by 51%, in fact. The researchers also found that incidence was higher among males than females, and pointed to that discovery as one to take into consideration when it comes to prevention campaigns.

Central West End resident Elianna Goldstein points to it as a marketing opportunity.

The daughter of two physicians, she grew up in Chapel Hill, North Carolina, around her mother’s work as a dermatologic surgeon and a strong awareness of skin cancer. When Goldstein went to college, she roped her mom in to speaking to her sorority about the issue — and even wrote papers about the fact that some college campuses in the U.S. provided students with free tanning beds.

After graduating in 2018, Goldstein joined Venture for America, a two-year fellowship program for recent college grads who want to work at a startup and create jobs in American cities. She moved to St. Louis, and ideas she’d previously researched as a student started to evolve into something else: The Daily.

No, not the podcast — a daily SPF 30 product for men that Goldstein and her mother are launching through their new company GetMr this fall, just in time for some PSA-style stocking stuffers. It’s an all-in-one sunscreen, moisturizer and aftershave, and Goldstein says the first bottles should be arriving within about a month.

On Monday’s St. Louis on the Air, host Sarah Fenske talked with Goldstein about the inspiration behind the product and how it fits in to the need for more awareness and solutions when it comes to concerning skin cancer rates.

“At age 13 I started wearing a moisturizer and tinted foundation, and it had SPF inside, or sunscreen. My brothers, who are both older, they didn’t start wearing something, and so even from an early age it was very apparent, and then even more so now, that the things that are out there for men just aren’t serving them. And we know that when you wear sunscreen every day, you’re reducing your risk of skin cancer by 40%.”

Goldstein also delved into common issues and misconceptions when it comes to the world of sunscreen — and answered questions from listeners.

Just because it’s getting colder doesn’t mean sun protection isn’t important. Just ask Elianna Goldstein. Seriously: Got a question about sunscreen? Let us know! Tweet us (@STLonAir), send an email to talk@stlpublicradio.org or share your thoughts via our St. Louis on the Air Facebook group, and help inform our coverage.

St. Louis on the Air” brings you the stories of St. Louis and the people who live, work and create in our region. The show is hosted by Sarah Fenske and produced by Alex Heuer, Emily Woodbury, Evie Hemphill and Lara Hamdan. The audio engineer is Aaron Doerr.

Copyright 2021 St. Louis Public Radio. To see more, visit St. Louis Public Radio.

Dr. Beth Goldstein (at left), a Mohs surgeon, has partnered with her daughter, Elianna Goldstein on GetMr's sunscreen for men.
GetMr /
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Dr. Beth Goldstein (at left), a Mohs surgeon, has partnered with her daughter, Elianna Goldstein on GetMr's sunscreen for men.

Evie Hemphill joined the St. Louis on the Air team in February 2018. After earning a bachelor’s degree in English literature in 2005, she started her career as a reporter for the Westminster Window in Colorado. Several years later she went on to pursue graduate work in creative writing at the University of Wyoming and moved to St. Louis upon earning an MFA in the spring of 2010. She worked as writer and editor for Washington University Libraries until 2014 and then spent several more years in public relations for the University of Missouri–St. Louis before making the shift to St. Louis Public Radio.