Sunscreen should not be a luxury. It should be part of everyday life.
That is the message behind Altruist, a dermatologist-developed sunscreen brand working to change how people think about sun protection in South Africa.
Founded in the UK by consultant dermatologist and skin-cancer specialist Dr Andrew Birnie, Altruist was created with a clear purpose: to help reduce the incidence of skin cancer by making effective sunscreen affordable enough for people to use properly.
The brand arrived in South Africa earlier this year through an exclusive retail partnership with Clicks. Now, as it enters its second South African summer, Altruist is bringing its approach to sun protection to consumers both online and in-store.
Its philosophy is straightforward. Effective sun protection should be accessible to more people, without price becoming a barrier to consistent use.
High-Performance SPF Without the High Price
The cost of sunscreen can influence how people use it.
When products are expensive, consumers may apply less than they should or stretch a bottle for longer than intended. This can create a “make it last” mentality that works against consistent sun protection.
Altruist was established to challenge that behaviour.
The brand focuses on combining effective sun protection with affordability. Its aim is to make sunscreen easier to use generously and consistently, rather than something people save for holidays or special occasions.
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 five-star UVA protection, with protection levels exceeding European standards, according to the brand.
The products are also described as hypoallergenic, non-comedogenic, paraben-free and fragrance-free. They are water resistant and feature lightweight, non-sticky formulations designed for everyday use.
Together, these features reflect Altruist’s central approach: make effective sun protection affordable, comfortable to wear and practical for daily routines.
A Brand With Deep South African Roots
For Dr Birnie, South Africa is more than another international market.
He has travelled to the country regularly for more than two decades and has developed strong professional and personal connections here.
His work included helping organise the first conference and surgical workshop of the South African Society of Dermatology. He also played a key role in establishing the South African Society for Dermatologic Surgery (SASDS).
During his time in KwaZulu-Natal, Dr Birnie worked at Albert Luthuli Hospital, where he ran a teaching clinic for dermatology trainees.
He also travelled to communities with limited access to specialist care, providing outreach clinics to people who might otherwise struggle to receive that support.
It was during his time in South Africa that he met skincare economist David Westerbeek van Eerten.
They shared a belief that effective sunscreen should not be reserved for people who can afford premium-priced products. That shared vision ultimately helped lay the foundation for Altruist.
For the brand, affordability is therefore more than a pricing strategy. It is central to the purpose behind its creation.
Challenging the “Make It Last” Mentality
Dr Birnie believes consumers should not have to choose between quality sun protection and affordability.
“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.
He explains that some excellent sunscreens are so expensive that people may hesitate to use them as frequently or in the quantities they should.
That can lead to a “make it last” mentality, which Altruist was created to challenge.
The brand wants consumers to see sunscreen as an everyday essential rather than an occasional purchase.
This approach is particularly relevant as South Africa heads into another summer, when outdoor activities and prolonged sun exposure can make sun protection an important part of daily routines.
Every Purchase Supports a Wider Mission
Altruist’s commitment to accessibility also extends beyond its products.
A charitable contribution is made with every sale, supporting the brand’s wider mission to improve 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 continent.
The initiative forms part of the brand’s broader efforts to make sun protection more accessible to communities that need it.
By combining its commercial offering with charitable contributions, Altruist aims to extend its impact beyond the retail shelf.
Making Daily Sun Protection More Accessible
As Altruist enters its second summer in South Africa, the brand is building on a simple message: sun protection should be accessible, affordable and part of everyday life.
Its range is available through Clicks, both online and in-store, giving consumers access to five sunscreen options designed for different needs.
The brand also wants to encourage more consistent use across skin types and tones, moving the conversation beyond sunscreen as something reserved for beach days and holidays.
Ultimately, Altruist is challenging a familiar assumption about sun protection.
Quality sunscreen should not be something people feel they must ration because of its price. It should be a product they can use as intended, as part of a regular sun-care routine.
Altruist’s message is clear: high-performance sun protection should be made accessible.
Explore the Altruist range through Clicks.
