Melanoma is one of the most common cancers diagnosed in the United States and the deadliest form of skin cancer. While it can form on any area of the skin, experts believe that 90% of all melanomas are caused by ultraviolet radiation and/or exposure to sunlight.
Aside from regularly applying sunscreen, a major prevention practice in reducing your risk of melanoma is investing in and wearing UPF sun-protective clothing, which contains fabric that are designed and tested to offer individuals measurable protection from the sun.
For Dr. Ashley Steffens — a board-certified dermatologist — sun protective safety measures have been a huge part of her life. She has helped to diagnose and treat skin cancer patients and educate them on preventative measures that protect their skin from the sun.
From counseling her patients with advice on where to buy sun-protective clothing, she realized there was a lack of UPF-certified clothing that offered a wide variety of sizes, patterns, styles, and high-quality fabrics. To address this gap in the market, Steffens launched her own UPF swim and activewear clothing line, Helioshield.
In the spring of 2025, Steffens founded Helioshield, a women’s UPF swimwear and activewear brand made to help women protect themselves from skin damage. Designed from the perspective of a dermatologist, Helioshield’s products are UPF 50+ lab tested which are verified to block 98% of UVB and UVA rays, while offering a wide range of sizes and elevated patterns that empower women to feel comfortable and confident while protecting their skin.
“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,” Steffens explained in an interview with Emma Golley Design Studio. “I wanted to create pieces that offer serious sun protection while still feeling elevated, modern, and beautiful.”
Apart from struggling to properly advise her patients on functional and stylish swimwear pieces, Steffens’ own experience as a millennial and mother inspired the launch of Helioshield.
“Last summer, I was looking for a rashguard to wear while we were on vacation at a lake. I ended up buying a men’s hot pink rashguard because it was the only one that I could find to cover my wrists,” Steffens said in an interview. “Looking back at those vacation photos makes me laugh because while the rashguard was very functional, it did not fit my individual style and was not flattering. I knew at that moment that I could make something better.”
With zero business or fashion experience but a strong desire to change the UPF clothing industry, Steffens partnered with fashion designer Emma Golley to bring her ideas to life.
“I literally found my designer, Emma Golley, from a google search. After our first meeting, I knew she was the one who could put my dreams into reality.”
From unique one-piece swimsuits to swim apparel for both tall and curvy women, Steffens was committed to creating pieces grounded in dermatology research and thoughtful design curations.
At the heart of Steffens’ work is a passion for making sun protection easier and accessible for all. In an industry that often does not prioritize women of various body types, Steffens made it her mission to ensure that everyone could be able to access UPF clothing that protects their skin from the sun.
“One of my greatest passions is making sun protective clothing more inclusive and accessible.”
“Many UPF brands offer only sizes small to large, leaving a vast number of women in larger or taller sizes without high-quality, stylish options,” Steffens said. “I created my line in sizes XS-3X and tall options because every woman deserves UPF clothing that fits and makes them feel beautiful.”
The overwhelming response from customers has only reinforced the importance of Steffens’ work. Women from all walks of life can see themselves in models of all different body types in UPF certified clothing that they want to wear.
“One customer wrote, ‘Thank you for stepping up and making something that fits all sizes,’” Steffens wrote. “For many, my line has given them the opportunity to wear UPF clothing for the first time.”
Beyond the stylish and comfortable UPF clothing options Steffens has created for her brand is her passion for using her platform to promote sun protection, skin cancer prevention and early detection. While treatments for melanoma are rapidly improving, prevention and early detection are still some of the best treatment tools we have to prevent melanoma.
Helioshield is proof that women do not have to sacrifice looking and feeling good in the name of skin protection. And as her brand continues to grow, Steffens hopes to educate, inspire and empower women to make decisions that protect their skin health.
“My goal for Helioshield is to increase this impact as the company grows. I want to help change how women think about protecting their skin through education on my platforms on sun protection, skin cancer prevention, and early detection as well as improve attitudes regarding use of UPF clothing.”
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