Elena Hartley, Founder and CEO of Aurelia Sun, knows firsthand how deeply sun exposure can affect everyday life in Australia. Through her family’s experiences and her work with skin cancer awareness charities, including local prevention initiatives, she has seen how important education, protection and early action can be. It inspired her to create something with purpose.

Aurelia Sun was born in Melbourne in response to Australia’s intense UV conditions and one of the highest skin cancer rates in the world. Two in three Australians will be diagnosed with skin cancer by age 70. The reality is serious, yet many cases are preventable with the right daily protection.

Many people do not realise that not all fabrics offer equal sun protection. A regular white cotton T-shirt or everyday summer hat may provide very little protection, leaving skin exposed when the sun is strongest. Unable to find high-quality, breathable and elegant UPF 50+ clothing that felt truly feminine, Elena founded Aurelia Sun out of personal need.

Since launching, Elena’s vision has helped thousands of women feel more confident under the sun, with Aurelia Sun pieces designed for life outdoors, from beach days and travel to daily walks and warm-weather living. Aurelia Sun is more than clothing and sun hats, it is a mission to protect skin, empower women and make sun-safe dressing feel effortless. Every Aurelia Sun piece is a step toward a safer, brighter future under the sun.