As South Africa heads into another summer of intense sunshine, the conversation surrounding sunscreen is shifting.
The focus is no longer simply on remembering to apply SPF, but rather on having access to high-quality protection that consumers can afford to use generously and consistently.
This philosophy drives Altruist, a dermatologist-developed sunscreen brand founded by United Kingdom consultant dermatologist and skin-cancer specialist Dr. Andrew Birnie. Having launched in South Africa earlier this year through an exclusive retail partnership with Clicks, Altruist is now entering its second local summer.
The brand brings its distinctive approach to sun protection to consumers both online and in-store, promoting a refreshingly simple message: sun protection should never be a luxury.
High-Performance SPF Without the High Price
Altruist was created in the United Kingdom over a decade ago with a specific purpose: to help reduce the incidence of skin cancer by making effective sunscreen affordable enough for people to use properly.
When sunscreen is expensive, consumers are more likely to apply less of it, use it less frequently, or try to stretch the product further than recommended. Altruist aims to completely change this behavior.
The South African product lineup currently features five variations:
- 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 five-star UVA protection, with formulation levels exceeding European standards for the harsh African sun.
The products are hypoallergenic, non-comedogenic, paraben-free, fragrance-free, and water-resistant. The lightweight, non-sticky formulations are perfectly designed for everyday use.
Altruist is a Brand With Deep South African Roots
For Dr. Birnie, South Africa is more than simply another international market. He has traveled to the country regularly for over two decades and maintains deep professional and personal ties to the region.
His extensive work includes helping organize 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, and spending extended periods working in KwaZulu-Natal.
At Albert Luthuli Hospital, Dr. Birnie ran a teaching clinic for dermatology trainees and traveled to harder-to-reach communities to provide outreach clinics for individuals 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 – and not reserved only for those who can afford premium prices -ultimately became the foundation for Altruist.
Sun Protection With a Greater Purpose
The brand’s purpose extends far beyond the product itself. A charitable contribution is made with every Altruist sale, supporting a wider mission to improve global access to skin protection and care.
Over the past year, more than 63,000 tubes of Altruist products were donated to charities supporting children with albinism across the African continent.
With South Africa’s long, intense summer sun and a growing awareness of the importance of daily UV protection, the brand’s proposition is particularly relevant.
Effective protection should be accessible, affordable, and used every day, rather than just saved for beach days or holidays. Now available through Clicks, Altruist aims to make proper sun protection a daily habit for more people across all skin types and tones.
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