Photo: Airyday Airyday’s SPF Wardrobe was developed because daily SPF is only effective if people genuinely want to wear it every day – Francs van der Velden, founder, Airyday

UK distributor Harpar Grace International has announced the trade launch of Airyday, the Australian sunscreen brand.

Airyday offers an ‘SPF Wardrobe’ that allows consumers to pick and choose the type of finish they prefer, based on their skin type and lifestyle. Each product offers SPF 50+, UVA and UVB protection.

The range includes formulations for different skin types and tones called Golden Glow, Pearl Glow, Clear As Day, Pretty in Zinc and Mineral Mousse. Some have a tinted moisturiser effect or a shimmer, while others are free of all make-up properties and are fragrance free.

The brand was created by Frances van der Velden, following her personal experience with skin cancer, to address barriers that often lead to inconsistent sunscreen use – including heavy textures, white cast and greasiness.

Van der Velden told Spa Business: "Airyday’s SPF Wardrobe was developed because daily SPF is only effective if people genuinely want to wear it every day, and after my own experience with skin cancer, that became very personal for me. 

“The Airyday concept actually started with one SPF, but I quickly realised there was no way that one single sunscreen could suit what I needed every day, because my skin, routine and life do not look the same from one day to the next. Like so many people, I change my skincare depending on what my skin needs, what I am doing, where I am going, or how I want my skin to feel, so why shouldn’t my SPF be able to do the same? That is how the SPF Wardrobe was born.

“It’s a range of high-protection textures and finishes people can choose from depending on their skin, routine and personal preferences – with formulas that can sit beautifully to support skin on its own or double as a primer within their make-up routine." 

Each of the 75ml tubes has an RRP of £39 (US$50, €46).

Van der Velden added: "When it came to price point, we wanted Airyday to sit in that sweet spot between skincare and SPF: elevated with high-quality formulations, but still accessible enough for people to use generously and consistently, because for SPF to truly work as a daily habit it needs to become a step people love using in their routine and would actually miss if it wasn’t there.”

Harpar Grace International is promoting Airyday’s collection as a significant retail opportunity for spas and wellness clinics as consumer awareness around skin health and preventative ageing continues to grow.