Sunnie creates a community where the next generation of young women can find joy, agency, and authentic self-expression
LOS ANGELES–(BUSINESS WIRE)–Hello Sunshine, a part of Candle Media, announced today the launch of Sunnie, a bold Gen Z-focused media, experiential and lifestyle brand, designed to inspire the next generation of young women to reclaim their time, follow their curiosity and step into their power— without the pressure of having it all figured out.
In a culture of always-on content and constant pressure to perform, Sunnie offers space to slow down, reflect, and connect. Online and offline, Sunnie is building a community rooted in joy, curiosity, and real self-expression. This isn’t just a brand. It’s a movement for showing up fully—and living on your own terms.
From Reese’s Book Club and Shine Away to its wide range of film, TV, and audio projects, Hello Sunshine has a proven track record of creating women-centered content and experiences that resonate deeply with audiences. With Sunnie, Hello Sunshine expands its mission to change the narrative for women by investing in the next generation. The platform will feature social content, experiential events, book clubs, digital zines, custom curriculums, and more – all designed specifically with and for Gen Z girls.
“It’s been a dream of mine to build a space where young women can be the truest version of themselves,” said Reese Witherspoon, Founder of Hello Sunshine. “We’ve discovered that young women are not defined by doom and gloom as they’re often portrayed in media – they’re complex, creative individuals with incredible agency. Sunnie will be a celebration of that spirit, giving them the tools and community to navigate life’s challenges while embracing their authentic selves.”
Sunnie will feature collaborations with beloved Gen Z creators and celebrities, including Lana Condor and Hello Sunshine Collective talent like Molly Carlson and Raegan Revord to offer unexpected takes on all of life’s big questions – from confidence and creative outlets to culture-driving trends, like fashion, entertainment, sports, STEM, and mental health.
Sunnie has formed strategic alliances with mission-aligned organizations, including AnitaB.org, Child Mind Institute, Être, Lyda Hill Philanthropies’ IF/THEN Initiative, Step Up, the Women’s Sports Foundation, and Purdue University as the official University Partner. To ground the platform in real insights, Hello Sunshine also partnered with Être and YPulse to commission a national research report — The Gen Z Rewrite— surveying 1,000 girls ages 13–18 while establishing the Sunnie Gen Z Advisory Board.
“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. “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.”
More than just a content platform, Sunnie represents Hello Sunshine’s commitment to supporting both Gen Z girls and their caregivers. While Sunnie provides a community for young women, Hello Sunshine will simultaneously offer resources for parents to navigate the complexities of raising young people in today’s world.
Sunnie is proud to launch with e.l.f. Beauty as its foundational partner – bringing two brands together to create impact for the next generation through groundbreaking storytelling and experiences.
Sunnie will come to life on Instagram, TikTok, YouTube, and Pinterest. For more information about Sunnie and Hello Sunshine’s mission to empower the next generation, visit www.wearesunnie.com.
About Hello Sunshine
Founded by Reese Witherspoon, Hello Sunshine puts women at the center of every story it creates, celebrates and discovers. Hello Sunshine tells stories across all platforms – from scripted and unscripted television, feature films, animated series, podcasts, audio storytelling, and digital series – all shining a light on where women are now and helping them chart a new path forward. Hello Sunshine is also home to Reese’s Book Club. Fast growing in reach and influence, this community is propelled by meaningful connections with stories, authors, and fellow members.
Hello Sunshine is part of Candle Media, an independent, creator-friendly home for cutting-edge, high-quality, category-defining brands and franchises. By bringing together elite talent operating at the intersection of content, community, and commerce, it helps to position leading entertainment businesses for accelerated, sustainable growth in the current market and beyond. Candle is run by its Co-Chairmen and Co-CEOs, leading entertainment executives Kevin Mayer and Tom Staggs, and backed by investment capital from funds managed by Blackstone’s flagship private equity business.
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