Altruist enters South African market via Clicks retail deal
This launch aligns with premium skincare trends in Africa, where consumers seek dermatological-grade, versatile products free of irritants.
SOUTH AFRICA – Altruist, a UK-based dermatologist-developed sunscreen brand founded by skin cancer specialist Dr. Andrew Birnie in 2015, has entered the South African market via an exclusive partnership with leading retailer Clicks, signalling a major step in its international growth.
The initial rollout features five targeted sunscreens available both in Clicks stores and online nationwide this month: SPF 50 (100ml), SPF 30 (200ml), Face Fluid SPF 50 (50ml), Family Sunspray SPF 50 (250ml), and Invisible Spray SPF 50 (200ml).
These offerings deliver UVA protection well above European regulatory requirements, with hypoallergenic, non-comedogenic, paraben-free, and fragrance-free formulas that resist water while providing a lightweight, non-sticky finish suitable for diverse skin types and tones.
Altruist prioritizes accessible, high-efficacy sun care to combat skin cancer risks, building on its UK success and prior global outreach.
The Clicks collaboration leverages the retailer’s broad footprint to meet surging local demand for science-backed, inclusive photoprotection amid heightened UV awareness in South Africa.
By partnering exclusively with Clicks, Altruist positions itself for strong penetration in the sun care category, supporting broader industry shifts toward sustainable, high-performance beauty retail.
The expansion taps into the growing demand for skincare and suncare solutions in South Africa, where consumers are increasingly seeking premium, clean-label, and melanin-inclusive products.
The skincare products market in South Africa is currently valued at about USD 866.8 million (2024) and is projected to grow to between USD 1.32 billion by 2030 and USD 4.04 billion by 2033, with a CAGR ranging from 6.7% to 7.3%, according to a report by StrategyHelix Group.
In a similar move, Hairification, an Australian haircare brand, launched in South Africa and is exclusively available at Clicks stores in December last year.
The launch has been supported by activations at Clicks’ head office and social media campaigns promoting the brand’s scientifically advanced formulas, making Hairification readily accessible across Clicks’ physical stores and their online platform.
Meanwhile, The Act, a Russian-based skincare brand, also launched on South African shelves, marking its debut as a conscious beauty brand that combines clean, effective formulas with a strong commitment to sustainability and ethical practices.
The brand’s official launch included a partnership with the GLAMOUR Hair & Beauty Masterclass 2025, where The Act was featured as a conscious skincare partner.
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