Altruist Is Changing the Way South Africa Thinks About Sun Protection

Sunscreen is no longer a luxury as dermatologist-developed brand Altruist expands its affordable sun-protection range in South Africa

As South Africa heads into another summer of intense sunshine, the conversation around sunscreen is shifting. It is no longer simply about remembering to apply SPF. Increasingly, it is about having access to high-quality sun 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 approach to sun protection to consumers both online and in-store.

Its message is simple: sun protection should never be a luxury.

Affordable sunscreen without compromising on performance

Altruist was created in the UK more than 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.

The thinking behind the brand is straightforward. When sunscreen is expensive, consumers may be more likely to use less of it, apply it less frequently or try to make a bottle last longer than recommended.

Altruist aims to challenge that behaviour by combining high-performance sun protection with accessible pricing.

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 the brand stating that its protection levels exceed European standards for the African sun.

The products are also described as hypoallergenic, non-comedogenic, paraben-free, fragrance-free and water resistant. Their lightweight, non-sticky formulations are designed to make everyday use easier.

For Altruist, that ease of use is central to its philosophy: make effective sunscreen affordable, make it comfortable to wear and encourage people to use enough of it.

A sunscreen brand with 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 professional and personal ties here.

His work in South Africa included helping to organise the first conference and surgical workshop of the South African Society of Dermatology, as well as playing a key role in establishing the South African Society for Dermatologic Surgery (SASDS).

He also spent extensive periods working in KwaZulu-Natal.

At Albert Luthuli Hospital, Dr Birnie ran a teaching clinic for dermatology trainees and travelled to harder-to-reach communities to provide outreach clinics for 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 rather than reserved for consumers who can afford premium prices ultimately became part of 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.”

Making sun protection more accessible

The brand’s purpose extends beyond its products.

A charitable contribution is made with every Altruist sale, supporting its 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 highlights another part of the brand’s proposition: that access to effective sun protection can have an impact beyond individual consumers.

With South Africa’s long, intense summer sun and growing awareness of the importance of daily UV protection, the affordability conversation is particularly relevant.

Sun protection is often associated with beach days, holidays and outdoor activities, but consistent UV protection is important as part of everyday skin care.

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 different skin types and tones.

Altruist. High-performance sun protection. Made accessible.

Explore the Altruist range at Clicks