Founder Feature: How One Dermatologist Set Out to Reinvent Sun-Protective Swimwear
Founder Dr. Ashley Steffens MD, FAAD shares the story behind Helioshield and how we collaborated to develop her first sun- protective collection | By Emma Golley |May 31st 2026
Helioshield is challenging the idea that sun-protective swimwear has to be purely practical.
Founded by dermatologist Dr Ashley Steffens MD,FAAD, the brand blends medical expertise with thoughtful design to create a collection that is as beautiful as it is protective.
Inspired by years of patient conversations and a personal frustration with the lack of stylish UPF options on the market, Ashley set out to create swimwear that women would genuinely want to wear. Working alongside Emma Golley Design Studio, she developed a collection featuring vibrant floral prints, flattering silhouettes, and innovative coverage-focused details designed to help women feel confident, comfortable, and protected.
We sat down with Ashley to discuss the inspiration behind Helioshield, the journey of bringing the collection to life, and what she has learned along the way.
Q. What inspired you to create Helioshield, and what gap did you feel was missing in the swimwear market?
A: As a dermatologist, I know the importance of protecting your skin with sun protective (UPF) swimwear. I see too many skin cancers daily, and I wanted to create something that people actually wanted to wear to prevent skin damage. After years of searching for UPF swimwear that I would feel comfortable recommending to my patients, I realized that existing UPF clothing was often lacking in several areas.
The first glaring deficiency was in sizing. I could not find a single brand that carried sizes XS-3X as well as tall options. Secondly, refinement was lacking, the patterns felt dated, and many pieces were not practical for real life. I wanted to create swimwear that women would genuinely feel confident and beautiful wearing while also delivering the highest level of sun protection.
Q. As a dermatologist, how has your professional experience shaped the vision behind the brand?
A: As a dermatologist, I see patients every day who are diagnosed with skin cancer. I spend a lot of time counseling women on sun protection, but I noticed many of my patients did not actually wear UPF clothing because they could not find options that felt stylish, came in their size, or was comfortable. I have taken these years of feedback from my patients to shape the vision for Helioshield. I wanted to create sun-protective swimwear that women truly want to wear and that they could trust was going to protect them.
Q: Was there a particular moment or patient experience that made you realize more stylish sun-protective options were needed?
A: Last summer, I was looking for a rashguard to wear while we were on vacation at a lake. I actually ended up buying a men’s hot pink rashguard because it was the only one that I could find to cover my wrists (for reference, I’m 5’11’’ and struggle to find sleeves long enough). Looking back at those vacation photos makes me laugh because while the rashgaurd was very functional, it definitely did not fit my individual style and was not flattering. I knew at that moment that I could make something better.
Q: Helioshield combines high coverage with a fashion forward aesthetic. Why was it important to you that the collection still felt elevated and stylish rather than purely functional?
A: Every woman deserves to feel confident in what she wears, especially swimwear. I knew that if UPF swimwear only felt clinical or overly functional, many women would avoid wearing it. As a very wise entrepreneur once told me, “We buy what we want, not what we need”. I wanted to create pieces that offer serious sun protection while still feeling elevated, modern, and beautiful. The goal was to design swimwear that women reach for because they love how it looks and feels, not just because it offers protection.
Q: How did working with Emma Golley Design Studio help bring the brand to life?
A: Without Emma, this brand would not exist. Before finding her, I had no idea how to turn my vision into an actual swimwear collection. Emma guided me through everything from sketches and fit details to fabric selection and production. She helped bring my ideas to life in a way that felt elevated, cohesive, and true to the Helioshield vision.
Q: How important was it for you to work closely with an experienced designer throughout the process?
A: Working with Emma throughout this process was absolutely vital. I could have tried to figure everything out on my own, but it likely would have taken me months, if not years, longer and resulted in costly mistakes and a lot of frustration. Emma made the entire process feel seamless from one stage to the next. Her experience, guidance, and expertise helped transform my vision into a polished, cohesive collection.
Q: Looking back now that the collection is coming to life, what part of the journey are you most proud of?
A: I am incredibly proud of the final product. I truly believe the collection is beautiful, cohesive, and functional. Being able to say that I created my favorite swimsuit, one that feels better than any swimsuit I have personally owned, still feels surreal.
Seeing an idea evolve into something tangible that I genuinely love and feel good about recommending to my patients has been one of the most rewarding experiences of my life.
Q: What do you hope women feel when they wear the collection?
A: I hope women feel like they can finally wear UPF swimwear because they want to, not because they feel obligated to. My goal is for women to feel confident, comfortable, beautiful, and protected all at the same time. I want Helioshield pieces to make women feel empowered to enjoy the sun without sacrificing style or confidence.
Q: As Helioshield prepares to launch, what do you envision for the future of the brand?
A: I want to continue building Helioshield around what women truly want and need. I look forward to listening to customer feedback and continuing to evolve the brand thoughtfully. My hope is to grow Helioshield into a trusted leader in sun-protective swimwear and activewear, helping redefine what UPF clothing can look and feel like.
Q: For aspiring founders with a vision for a product or brand, what would your biggest piece of advice be?
A: Start before you feel completely ready. It is easy to spend years waiting for the perfect timing, perfect plan, or perfect level of confidence. The truth is that you learn the most by taking action.
Also, do not be afraid to ask for help or invest in people with expertise in areas where you are not experienced. Building a brand is challenging, but surrounding yourself with the right people can make all the difference.
If Ashley's journey makes you feel inspired to start your own collection, get in touch! We offer a full package service from product ideation to completion with a factory. Click here for more information.
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To shop the Helioshield collection click here.
