As South Africa heads into another summer of serious sunshine, the conversation around sunscreen is shifting. It is no longer simply about remembering to apply SPF — it is about having access to high-quality protection that people can afford to use generously and consistently.
That is the thinking behind Altruist, the dermatologist-developed sunscreen brand founded by UK consultant dermatologist and skin-cancer specialist Dr Andrew Birnie.
Having arrived in South Africa earlier this year through an exclusive retail partnership with Clicks, Altruist is now entering its second South African summer, bringing its distinctive approach to sun protection to consumers both online and in-store. And its message is refreshingly simple: Sun protection should never be a luxury”
HIGH-PERFORMANCE SPF WITHOUT THE HIGH PRICE
Altruist was created in the UK over a decade ago with a very specific purpose, to help reduce the incidence of skin cancer by making effective sunscreen affordable enough for people to use properly.
Because when sunscreen is expensive, consumers are more likely to use less of it, apply it less frequently or make it “last” longer than they should. Altruist aims to turn that behaviour on its head.
The South African range currently includes five products:
- Altruist SPF 50 Sunscreen – 100ml
- Altruist SPF 30 Sunscreen – 200ml
- Altruist Face Fluid SPF 50 – 50ml
- Altruist Family Sunspray SPF 50 – 250ml
- Altruist Invisible Spray SPF 50 – 200ml
The range offers 5-star UVA protection, with protection levels exceeding European standards for the African sun. Products are hypoallergenic, non-comedogenic, paraben-free, fragrance-free and water resistant, with lightweight, non-sticky formulations designed for everyday use.
The philosophy is simple: Make great sunscreen affordable, make it easy to wear, and encourage people to use enough of it.
A BRAND WITH SOUTH AFRICAN ROOTS
For Dr Birnie, South Africa is more than simply another international market. He has travelled to the country regularly for more than two decades and has deep professional and personal ties here. His work included helping organise the first conference and surgical workshop of the South African Society of Dermatology, playing a key role in establishing the South African Society for Dermatologic Surgery (SASDS) and spending extensive periods working in KwaZulu-Natal.At Albert Luthuli Hospital, Dr Birnie ran a teaching clinic for dermatology trainees and also travelled to harder-to-reach communities to provide outreach clinics to people who could not easily access specialist care. It was during his time in South Africa that he met skincare economist David Westerbeek van Eerten. Their shared belief that effective sunscreen should be accessible — not reserved for those who can afford premium prices — ultimately became the foundation for Altruist.
“In an ever increasing global economy where cost is a key factor when deciding on a sunscreen, it actually is no longer negotiable to get a great quality one that you can use literally all the time,”says Dr Birnie. “And whilst there are some excellent products available, many are so expensive that people are reluctant to use them as often, or in as large a quantity, as they should. This can create a ‘make it last’ mentality. Altruist was created to challenge that.”
That purpose also extends beyond the product itself. A charitable contribution is made with every Altruist sale, supporting the brand’s wider mission to improve access to skin protection and care. In the past year, over 63.000 tubes of Altruist products were donated to charities supporting children with albinism across the continent.
MAKING SUN PROTECTION MORE ACCESSIBLE
With South Africa’s long, intense summer sun and growing awareness of the importance of daily UV protection, Altruist’s proposition is particularly relevant: effective protection should be accessible, affordable and used every day — not only on beach days or holidays.
Now available through Clicks, Altruist is entering its second summer in South Africa with a growing presence and a clear ambition: to make proper sun protection a daily habit for more people, across all skin types and tones.
Altruist. High-performance sun protection. Made accessible.
