Reese Witherspoon’s Hello Sunshine launches Gen Z-focused brand Sunnie

Reese Witherspoon in Hello Sunshine’s The Morning Show

Reese Witherspoon’s production company Hello Sunshine, part of Candle Media, has launched a Gen Z-focused media, experiential and lifestyle brand called Sunnie.

Aiming to offer a space for the next generation of young women to “slow down, reflect and connect” in a culture of “always-on content,” the Sunnie platform will feature “social content, experiential events, book clubs, digital zines, custom curriculums and more – all designed specifically with and for Gen Z girls,” according to Hello Sunshine.

Sunnie will feature collaborations with Gen Z creators and celebrities, including Lana Condor and Hello Sunshine Collective talent such as Molly Carlson and Raegan Revord.

The platform has also formed strategic alliances with mission-aligned organisations, including AnitaB.org, Child Mind Institute, Être, Lyda Hill Philanthropies’ IF/THEN Initiative, Step Up, the Women’s Sports Foundation and Purdue University. It has launched with cosmetics company e.l.f. Beauty as its foundational partner.

“Young women – despite the many pressures they face – are intentionally creating space for joy,” said Maureen Polo, head of direct-to-consumer at Hello Sunshine, which was founded by Hollywood star Witherspoon and Strand Equity founder and managing partner Seth Rodsky in 2016.

“They’re writing their own stories, setting boundaries, finding community and embracing both digital and real-world connections on their terms. And yet, 75% say advertising rarely reflects how they actually talk, dress, or act – a clear signal that the industry still isn’t truly seeing them. Sunnie will support and amplify these efforts, providing content, curriculum and experiences that resonate with how they actually live their lives, not how adults assume they do.”