How Simone Steele Redefined Sunscreen for Melanin-Rich Skin

For Simone Steele, Simply Shady started with a problem that was all too familiar.

As a board-certified Physician Assistant in dermatology and aesthetics, Simone experienced a severe treatment burn that resulted in lasting hyperpigmentation—and revealed a frustrating reality: sun protection wasn’t designed with melanin-rich skin in mind.

Determined to change that, she created Simply Shady, a melanin-friendly sunscreen that protects, corrects, and actually works for people too often overlooked.

Here, Simone reflects on what it took to become a founder.

In what ways has your upbringing or past experiences contributed to how you operate as a leader?

Being a Division I college athlete instilled in me discipline, time management, and the ability to perform under pressure. These lessons continue to shape how I operate as an entrepreneur. As the third of eight children, I also learned early how to lead, communicate clearly, and take responsibility—not just for myself, but for others. Navigating environments where I often had to prove my value sharpened my resilience and decision-making. Personal and professional setbacks taught me ownership, adaptability, and the importance of building systems rather than shortcuts. As a leader, I prioritize accountability, inclusion, and excellence, all grounded in preparation and execution. 

Did you always know that you wanted to be an entrepreneur?

I always knew I wanted to be paid and not capped (lol). When I was in PA school, I loved medicine, but even then, I realized I didn't want my growth, income, or impact boxed into someone else's ceiling. I wanted the freedom to build, innovate, and be rewarded for how hard and how smart I worked. Entrepreneurship became the natural outlet for that drive. It allowed me to practice medicine with purpose while creating something scalable, meaningful, and fully aligned with who I am.

What's one thing you wish you had known before starting your company?

That talent alone isn't enough and that building something meaningful would stretch me far beyond my comfort zone. The hardest lessons came from learning operations, finances, and leadership in real time, often while questioning myself. 

I also didn't realize how much growth would require letting go of fear, perfection, and even people I once relied on. Every uncomfortable moment was proof I was becoming the leader my vision required.

We dare you to brag: What achievements are you most proud of?

I'm proud of betting on myself and having others validate that belief along the way. I've earned grant funding through Our Village United, was selected for the SheaMoisture in partnership with the Dartmouth Tuck School of Business program, and was chosen as a Black Ambition Prize participant (an honor founded by Pharrell Williams). Each of these milestones affirmed that the vision behind Simply Shady has real market and social impact. Most of all, I'm proud of staying disciplined and committed to building the brand during seasons when quitting felt easier than continuing. That persistence is the achievement that made all the others possible.

What would you tell your younger self if you were to start your professional journey all over again?

Stop waiting for permission and start moving before everything makes sense. You don't need to be louder, richer, or more polished to be ready. You need to be consistent. Every delay you call "preparation" is really just fear in a nicer outfit. Build the muscle of execution early because confidence comes from doing, not thinking. And when it gets hard, remember this: if the vision was given to you, it's because you're equipped to carry it!