Saltee is a London-based premium suncare line founded by Patrick McGuirk and Sam Richardson. After careful analysis, Patrick and Sam identified the need to create a luxurious and clean sun protection line that encourages women to travel and explore the world. Read on to find out more about their sustainable and premium brand:
Why did you both decide to launch Saltee?
Having worked in a larger business (Patrick) and investing across industries (Sam) we wanted to establish a business that we could shape from the off. The philosophy of Saltee is (and will always be) to leverage our understanding of consumer brands but with a commercial edge that reflects the insights from consumers rather than personal preferences. The launch of Saltee suncare collection is based on a detailed market analysis and identifying the need for a premium but fun sun protection range that encourages travel and adventure; as well as encourages women to rediscover their sun confidence.
As a startup, what differentiates Saltee from various other cosmetic sector businesses?
We believe that suncare is an underdeveloped segment within the cosmetics sector. Detailed quantitative and qualitative analysis prior to formulating the launch collection revealed that when buying premium sun protection women were dissatisfied, not brand loyal, found most products functional at best, and complain about gloopy, streaky, and heavy suncreams. Also, there is an expectation that products are vegan, cruelty-free, and responsibly sourced – many today are not. No suncare brand was functionally excellent and beautifully presented. Saltee seeks to meet that need state.
Can you tell us a bit more about the core ingredients?
Saltee aims to provide suncare through a product range that women look forward to applying rather than seeing as a holiday chore. This is reflected in the ingredients:
The face products (SPF 50) contain Venuceane (sourced from the ocean) which counters photodamage and is anti-aging. Venuceane provides UV and IR radiation protection and helps to make the Daily Protection product so light to apply.
The body products (SPF 30) contain MelinOil which stimulates the skin’s natural sun defenses and prevents photo-aging. This means that despite providing SPF 30 protection, most women will develop a healthy natural color and glow on their bodies when using our Sea & Sun Lotion or Active Sun Lotion products.
What is Saltee’s philosophy on sustainability?
Our philosophy on sustainability is shaped by our background working together in the recycling industry. We first collaborated when working to establish the UK’s largest plastic recycling business. Continuum Recycling was established in 2012 to recycle plastic bottles and ensure a second life for the bottles we recycle in recycling bins. (Patrick) was a Director at Coca-Cola and determined to establish a meaningful impact from the company’s 2012 Olympic sponsorship; whilst Sam was a Non-Executive Director at Eco-Plastics with broader experience investing in green technologies. We shaped the £125 million business and went on to be Board Directors as the Lincolnshire factory produced 25,000 tonnes of recycled PET each year.
The genesis for establishing a natural and positive consumer business came from this recycling collaboration between us. Bringing our experience in consumer goods, retail, and complex supply chains the commitment of Saltee is to be a fabulous product but also one that has a positive impact on the wider world. Saltee is a business based on sustainable principles – we don’t shout about it because we see the good sustainable practice as a given in any modern consumer goods business. Saltee packaging is made to be recycled and we encourage partners to support our goal to make Saltee a zero-waste brand. Saltee contains only clean ingredients that do not irritate the skin, no parabens, silicones, or SLS – we test on humans as that’s where Saltee is used. Wherever possible Saltee ingredients are organic and natural.
