Hi! I’m Emily Hurd, an entrepreneur and author based in NYC.

I recently launched a sun care company and wrote a children’s book.

Read more about my current projects below.

Good Instincts

Four years in the making, we’re excited to introduce sun care you’ll want to use. Our first product is Proper Sunscreen, a highly effective mineral sunscreen (SPF 50, PA++++) that looks and feels great.

Hello, Broadway!

Coming September 2025 from DK, Hello, Broadway! is a beautifully illustrated children’s book that introduces little kids to the world of live theater. It includes ten song clips performed by Broadway stars. Available for pre-order now!

I’m a generalist. I’ve served in executive and advisory roles in industries ranging from food & beverage to travel to cryptocurrency to sun protection. In 2018 I founded Hurd Strategies, a consultancy geared toward helping companies tackle their most important challenges.